Temu, the e-commerce platform that gained immense popularity following its Super Bowl 2024 advertisement, has become a household name. With its vast array of products ranging from cosmetics and clothing to household appliances, all at incredibly low prices, Temu has captured the attention of consumers worldwide. However, the platform’s success is not solely attributed to its affordability; Temu employs psychological strategies that effectively persuade consumers to spend more than they initially intended on items they may not necessarily need.
One of the key psychological principles Temu leverages is the scarcity effect. Research conducted by Jang et al. in 2015 demonstrated that consumers are more inclined to desire products they perceive as scarce. While luxury brands often rely on this principle by offering exclusive and limited-edition items, Temu creates an artificial sense of scarcity through various tactics. For instance, Temu might offer limited-edition products, special discounts, or variations in colors and designs to make each item appear scarce.
By adding urgency-inducing messages like “Only 3 left!” to a product page, Temu convinces consumers that a particular item, such as a pair of Valentine’s-themed socks priced at $1.99, is nearly sold out. In reality, there may be numerous similar pairs of socks available in slightly different designs or at marginally different prices. Nevertheless, consumers, now believing the socks to be scarce, feel compelled to make a hasty purchase without carefully considering whether they truly need the item.
Another psychological tactic employed by Temu is gamification. The platform incorporates elements like fortune wheels, points, and other game-like features to enhance user engagement and enjoyment. While gamification can be beneficial in certain contexts, as demonstrated by the author’s own research, it can also have unintended consequences when applied to shopping. Consumers may become more focused on accumulating points or spinning wheels to obtain additional products rather than evaluating the necessity of their purchases.
To resist the temptation of low prices, limited-time offers, and an endless array of options on Temu, consumers can adopt several strategies. The most drastic approach would be to uninstall the app altogether.
However, for those who wish to continue using Temu, creating a shopping list can be an effective way to stay focused on essential purchases. By searching only for specific items like plain socks or a toaster, and selecting products that align with their initial intentions, consumers can avoid being sidetracked by gamification or impulse purchases driven by scarcity. Another helpful strategy is to delay making a purchase after selecting an item. If the desire for the product persists after a day or two, it indicates a genuine need rather than an impulse driven by the illusion of scarcity.
This waiting period also allows for the consolidation of orders, reducing the environmental impact associated with shipping items across the globe. By implementing these strategies, consumers can make more mindful and sustainable purchasing decisions on Temu, benefiting both their wallets and the planet.
*Note: The article includes a response from a Temu spokesperson, who emphasizes that the platform's features are designed to reflect its unique supply chain model and are not intended to be manipulative. Temu encourages informed decision-making and aims to reduce unnecessary returns, demonstrating a commitment to customer satisfaction and waste reduction.
Source: Psihology Today
