Summary: When people think that something is rare or only available for a limited time, they will tend to act fast to secure that scarce item. This behavioral principle can be used in user experience design, but beware of overuse.
Feeling that there is only one chance can convince people to take action sooner, sometimes without careful consideration of consequences or alternative options.
Video Author
Alita Joyce is a User Experience Specialist with Nielsen Norman Group. She is a mixed-methods researcher with a specialization in cognitive psychology and behavioral observation. Alita has published research on a diverse range of topics, such as interface design patterns, young technology users, social media, emerging technologies, and strategic design initiatives.
