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Offer Ends at the End of the Month

CAR DEALERSHIPS USE this tactic a lot. A friend of mine told me the story of her recent car purchase. The sales person told her that because it was the last day of the month, the salesperson had to make her quota, so she would knock $5,000 off the price of the car. Not only that, but because there were no “lower” models on the lot, she would give her the “mid-level” model that was sitting on the lot for the same price. But my friend had to buy it right then and there, that very day. The deal would end at the end of the month, which also happened to be the end of that day. My friend drove her new car off the lot later that afternoon. She said she was well aware of the salesperson’s tactics, but it didn’t matter to my friend. She still fell for it, but she adds, “I love, love, love my new vehicle!”

Time can be used to convey scarcity at a Web site. The phrase, “For a limited time only,” creates the same scarcity effect.

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