Using kittens to explain the power of Scarcity

(True story)

There are 4 kittens in a pet shop…

3 tabby kittens

and 1 black and white kitten

black and white kitten


Fact: Tabby kittens are adopted much more quickly than black and white kittens.

So, which kitten do you think will sell first?

Answer: The black and white one

Why?

The principle of Scarcity

What is the principle of Scarcity?

When something is scarce or rare, people see it as more highly valued and more desirable. This is why shops often have sales and why antiques have such a high value. Scarcity is closely related to the fear of loss – people fear losing what they have and also what they don’t yet have. They will act in sometimes non-sensical ways to avoid this loss (shopaholics and hoarders are good examples).

How do I know the black and white kitten really will be sold first?

Because these kittens have been advertised on the residents board where I live and everyone wants the black and white one.

How to sell more by using scarcity in your website design

  • Limited numbers of a product left? Make this information clear in the interface.
  • Show an end date or time for an offer.
  • Offer something free with the product but limit it’s availability.
Scarcity is a very well know persuader and influencer of behaviour. Once you’re aware of it, you’ll start to see how it is used everywhere so it’s well worth thinking of how you can utilise its power in your designs. 

Amazon use 2 scarcity elements on their product page
amazon scarcity example

Asos use ‘fear of loss’ to persuade within their basket page
asos

Latest Comments

  1. tulip joshi boobs says:

    Fastidious answers in return of this query with
    firm arguments and explaining aall concerning that.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s