False Urgency
Creating a sense of artificial pressure, based on time or stock
availability, to manipulate users into making rushed decisions
32%
of the applications studied (17 of 53), used some form of False
Urgency in their designs
Health Tech & E-commerce
had the most instances of False Urgency (37% and
28% respectively)
Browsing/Searching Products
is where False Urgency was commonly observed
Definition
A pattern that businesses employ to deceive users
into making rushed purchase decisions by creating
a sense of artificial time or stock pressure in order
to increase sales
Ways in which businesses utilise
False Urgency
Time-Based Pressure
Creating a false sense of urgency by pressuring users to make a purchase within a limited or vague time frame.
How does it affect users?
It pressures users into rushed decisions, not knowing if they will get the same opportunity in the future.
Stock Manipulation
Inflating perceived demand with misleading data on stock availability, to create a sense of urgency and pressure users into making a purchase.
How does it affect users?
Users make uninformed decisions, due to lack of transparency around specific numbers, potentially suffering financial losses.
Ways in which design can address
False Urgency
Allow for Personalisation
Allow users to set alerts for price ranges they find affordable, and notify them when it reaches that value.
Contextual Transparency
Provide information about the product's demand, and the available stock, helping users understand why it is a good time to buy.
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