When does a sales deadline inform a choice, and when does it pressure it?
A booking deadline can communicate a real constraint, while a countdown that resets can manufacture urgency. Both may make a choice feel immediate, but they give the buyer very different information.
Questions you could explore
- What evidence would tell you whether the deadline is genuine?
Start reading
- www.gov.ukUK CMA: online choice architecture and consumer harm
The CMA’s 2022 evidence review distinguishes scarcity messages and discusses context-dependent findings. It is a research review, rather than a ruling on whether a particular current offer is lawful.
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