How Starbucks used scarcity to create the cult of the Pumpkin Spiced Latte
Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
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The Allure of Scarcity: Pumpkin Spice Latte and Beyond
This chapter examines the success of the Pumpkin Spice Latte and its seasonal strategy that drives consumer desire through scarcity. It discusses the psychological effects of limited availability, comparing it to other seasonal products like Cadbury's Cream Egg, and emphasizes the importance of brand discipline in maintaining consumer interest.
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