Behavioral Science For Brands: Leveraging behavioral science in brand marketing. How Starbucks used scarcity to create the cult of the Pumpkin Spiced Latte
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Aug 29, 2024 Discover how Starbucks transformed the Pumpkin Spice Latte into a seasonal icon by mastering the art of scarcity. From its cultural significance to nostalgic flavors, it explores how limited availability drives consumer desire. Comparisons with other seasonal treats reveal the psychological allure behind scarcity in marketing. Nostalgia also plays a crucial role, influencing pricing and deepening emotional connections with customers. Dive into the sweet intersection of marketing strategies and childhood memories!
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Scarcity Boosts Product Appeal
- Scarcity increases product appeal by limiting availability either in volume or time.
- Starbucks' Pumpkin Spice Latte leverages scarcity by being seasonal, enhancing demand and desirability.
Cadbury's Cream Egg Scarcity Story
- Cadbury's Cream Egg expanded sales to year-round in the 1980s but sales declined.
- Restricting sales window restored demand, proving scarcity’s effect on consumer desire.
Habituation Limits Enjoyment
- Habituation reduces enjoyment with repeated exposure to the same product.
- Limiting sales period prevents habituation, keeping Pumpkin Spice Latte exciting annually.