Time-restricted sales appeals: The importance of offering real value

Time limitations on special-purchase offers may spur consumers to take action, but using time restrictions does not always mean that consumers will buy more of an item. A study of buyers' responses to a supposed time-restricted offer at a quick-service restaurant found that the desirability of the offer helped determine whether imposing some kind of time restriction boosted sales. Purchases increased substantially when customers were presented with both a strong argument for purchase and a time restriction. However, when the argument for purchase was a weak one, the time restriction had no effect on purchases. The authors theorize that a time restriction causes would-be buyers to give focused, careful consideration to the offer. If the product is desirable, that additional consideration can spur more purchases—but the reverse is also true, and thus a weak purchase argument can actually dampen sales.