Like Dudley Moore in the movie "10," when we can't have something, we want it even more. So it seems with the iPad 2. There are shortages in the U.S., and with Apple's popular tablet due to launch Friday in other markets outside the United States, including France and the United Kingdom, lines and shortages are also anticipated. Sigh.
What is it about the iPad 2 that makes some of us so frenzied and frustrated about getting it? Why are we so eager to plunk down a minimum of $499 in a still-wobbly economy?
Philip Graves, author of the recently published book, "Consumerology: The Market Research Myth, the Truth About Consumers, and the Psychology of Shopping," thinks he knows why. And in a clever marketing gimmick (that obviously works), he shares in a news release reasons why, psychologically, the iPad 2 shortage is driving desire higher and is smart marketing, on purpose or not, by Apple:
No. 1: "It implicitly confirms the desirability of the item — it's a way of providing apparent social proof that this is a popular thing, and that's very attractive."
No. 2: "It creates discussion around each sale: suddenly buying one isn't just an acquisition, it's a story about serendipity or determination (or whatever); humans love stories and the excitement gets attributed (and misattributed) to the product."
No. 3: "Ordinarily, with a regularly available product, the process is focusing on whether we could buy the item more cheaply elsewhere, whether we really want it badly enough, whether we might find a better alternative down the line. When supply is restricted (and you see the same thing in housing booms) ... loss aversion is switched to fear that NOT buying the product will result in regret: when will you see one again if you don't grab it now? You don't have the unconscious concern about finding one elsewhere because securing one at all is a result."
No. 4: "In addition to all the other basic psychological drives that might cause us to want an iPad, you can add in or bolster several others because of the circumstances: a status product to begin with, now having an iPad (or iPad2) has extra wow-factor, because it's less likely your friends will pull theirs out and say, 'Oh sure, I have one too.' People who have a strong competitive drive are also attracted to own one because it's a chance to be one up on other people."
No. 5. "Opportunists buy up stocks when they become available and sell them on auction sites like eBay. This creates the sort of price-skimming that retailers and brands could never get away with themselves (where the people with more money pay more because they can). Of course, people see this and you now have a price frame for the store item: people now see that they are getting an item that (some) people are prepared to pay $700 or $1,000 for, at the price of $499. All of a sudden the list price is a bargain."
No. 6: "The constant visits to stores drive traffic. You won't necessarily buy anything else whilst you're (there), but there's more chance you will than if you DON'T visit the store! Since Apple (owns) their own stores they are driving traffic and potentially making sales of other products as a result."
Now, about that iPad 3 ...
More about iPad 2:
- Apple's iPad 2 to hit 25 new markets this week
- Apple delays iPad 2 launch in Japan
- iPad 2 owners report screen defects
- In Hong Kong, iPad 2 going for double price
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