How Coupons Make You Buy

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  • $10 off.
  • No deadline.

Shishkabob: Wut wut wut. I can get that later.

  • $10 off.
  • Deal ends Friday.

Shishkabob: BAMMMMMMM! I WANT! I WANT! I WANT! OMG OMG OMG

Loss aversion.

We prefer to avoid loss over achieving gain.

  • It's why we scour the web endlessly for a $5 Amazon coupon.
  • It's why we drive ridiculously far to "save" $2 in gas.
  • It's why we stand in crazy lines to get cheap deals.

A coupon with a short deadline tells us:

  • HEY! I have to get this now or I'll lose it forever! OH NO

Coupons that win emphasize their deadlines, and higlight the benefits the prospect will lose if s/he doesn't act before some date.

NO LOSS.

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Posted on January 20

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