As you can see, “he” mentions an “exceptional discount” on a great dark game Dungeoneering, emphasizing that this is “his” “last chance to buy”. “This is very attractive, but the ad adds a little taste, including a giant countdown timer that shows how much time “he” has left to set this price before it disappears. But is the price a good deal for the darkest dungeon? If you’re not aware of the impact of a deficit, you can automatically – and unconsciously – find an offer attractive when you know it’s becoming less and less available. The advantage of this is that you have to complete your purchases so that the discount codes you found do not lose their value, and you have to pay the full price of the old games like an idiot. This is a very good game at any price and I will tell you more about it in my next book “The Engagement Game”, in the context of how to promote a culture of growth and flexible learning. From this perspective, it’s easy to understand why the countdown can be effective for people to click on sales, GoG com. The site used to offer “sleepless sales” when a limited number of games were available at a reduced price, and when they were no longer available, sales were made in the next store. I realized that someone in the online game store GoG.com knows at least one simple trick of combining psychology and sales. In particular, the person responsible for your email campaigns knows what psychologists call the deficit effect. The deficit effect refers to watching that we tend to overestimate things when we think they are not enough or risk becoming them. Stephen Worchel, Jerry Lee and Acanby Adevol, “The impact of supply and demand on the value ratings of objects”, Zeitschrift für Persönlichkeits- und Sozialpsychologie 32, no. I suspect that these email campaigns were quite successful due to the scarcity effect.