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As anxious marketers look to sell products amid a deepening recession, the art of subtlety has fallen by the wayside for the immediate cudgel of "buy now – before it's too late!"  Saurabh Mishra, professor of marketing at the Desautels Faculty of Management at Ï㽶ÊÓƵ, said limited-edition offers are a canny way for marketers to heighten the perceived value of an item based on the notion that the buyer belongs to an exclusive, special group. "It attaches a false value to it based on scarcity," he said, and such an offer might prompt a consumer who is buying items at a discount everywhere else to make an impulse buy or pay full ticket in a market where few items are being sold at their original retail prices.

Friday, March 2, 2009