"This is an interesting tactic from the retailer, and one that makes a lot of sense from a behavioral perspective. It takes advantage of the scarcity heuristic — the notion that people are likely to perceive something as more valuable if it is hard to obtain, whether that’s down to a restricted quantity or time to purchase. Here, Yoox, Google, and Stink Studios, who worked on the ads together, are using time as the forceful factor."
