At the very beginning of the Coronavirus crisis, crowds flocked to supermarkets to buy toilet paper, to the point where the authorities felt obliged to reassure the populations through various press releases on the availability of basic necessities. Unfortunately, we do not yet know the origins of this movement? Was it a wave of panic or the spread of “Fake News”? No one could yet clearly confirm or deny it. If we cannot clearly determine the origins, we can nevertheless explain the amplification of the phenomenon …
We humans want more of the things than we can’t get. In the case of toilet paper, given the pace of purchase, everyone thought that it would be better to hurry to buy if we do not want to run out of it. This was phenomenon was studied by Dr. Robert Cialdini. He named “the principle of scarcity”.
Did you know it? Your favorite brands very often use this principle of scarcity on the Internet to persuade you to buy their products?
Amazon for instance …
Where is Amazon using the principle of scarcity?
“Only 7 left in stock — order soon.”
When necessary, Amazon provides information on the availability of products, which invokes a feeling of scarcity. For example, this page mentions a limited quantity of the product. This creates the urgency to buy when a user is informed and 7 products are available. The message is clear, if you don't hurry, you risk missing out.
And voila, you can now use the principle of scarcity to persuade your customers to buy your products. To effectively activate the principle of scarcity, make sure that this information is clearly communicated and strategically placed in the high visibility areas of your website. To draw more attention to this information, use bright colors, such as the bright red used by Amazon.
Serge Thiery Akoa….