7 Principles That Influence Our Behaviour – UX Planet
Understanding human behaviour
The default setting of a product may create a better or worse habit for your users. Nudging people with a message may increase their spendings. Or sometimes, creating an ambient environment may influence what you buy in a store. There are several principles that we interact with on a daily basis, which might help us design better products. Or not.
Limit the number to increase the amount bought
When there are a limited or scarce resource and high demand, people are more willing to pay excessive amounts for the product or service. And the perceived fear of missing out on something is particularly motivating as we are loss-averse too. What this means is that we find losses roughly twice as painful as gains are pleasurable.
One experiment tested the power of limiting the number of soup cans that a person could buy. When a limit was set, the amount of cans customers purchased went up. On average by 70% from their usual 2 or 3 cans.
The suggestion that something is in scarce supply makes us want it more.
Also, a great example here is Adidas with their NMD shoe collection. The company being on a decline for some time, a couple of years ago they decided to launch a new, now very successful, shoe collection called NMD. Besides the fact that the design was cool, they sold only a limited amount of shoes for each collection launch (10k of pair if not mistaken). So if you were one of those people who wanted to buy the shoes, they were sold in less than 24 hours.