I guess many of you could recognize a
familiar character here who is she yes
right I lovely Cinderella running down
the stairs just because of her time
limit 12 o'clock
then who put the magic on her and warned
not to be late yes the fairy godmother
after this 12 o'clock that the fairy
godmother said for I Cinderella
she'll be a normal girl again now enough
of the story time alright when looking
at the scene a similar situation
popped out of my head just like them
staring at their phones and laptops just
to get the item they won with the time
limit sale oh my god everyone I need to
buy this right away
it's until 2 o'clock let's be serious I
guess many of you have also experienced
this kind of situation like the
Cinderella raise your hand if you have
this kind of experience I can see many
who raised their hands like some of you
who raised their hands
we consumers easily encounter these kind
of sales while wandering around the
internet and social media hot deal until
12 o'clock buy it now and don't regret
then the consumers obviously say whoa
not that much time left
maybe this will be useful for me or it's
sale time it sounds cheap maybe someday
I'm gonna use it but first before the
time is over I have to buy it
companies usually use this mind of the
consumers to persuade us with the
disposable sale events and lures us to
buy the product one important thing here
they set a time limit to put pressure on
us just like the fairy godmother who put
a 12 o'clock time limit - Cinderella
then the consumers himself because
Niroula who has no choice but to follow
the time
so basically it's all about time with
the example of Cinderella we can just
say that this 12 o'clock it's a symbol
of the time limit that the companies put
to us in the marketing field we call
this business strategy the limited time
affair the limited time offer creates an
urgent situation where it seems
necessary to decide quickly and thus
seek to change the behavior of those who
are persuaded and this is also a
scarcity strategy scarcity can be
distinguished by quantity scarcity and
times Cousy quantity limit of messages
makes consumers lying in a hurry buy
lemonade the quantity of product
available while time innovative messages
dresses that the time lapse term is
limited to acquire resources just like
to have a block thus creating a
psychological pressure for a quick
participation
commonly we think this is a complete
benefit you will eventually think that
this is a great chance to get something
at a discounted price
imagine that you see a pop-up ad of your
favorite cafe suggesting you a 30%
discount till 12 o'clock as soon as you
see the word discount you will have a
smile on your face don't you who are not
going to accept this kind of kill and
this is not the end the companies will
also want to mention that this is the
last deal and that you will never going
to see this product at this price again
then the consumers will say wow a sale
just for me and then click the order
button after buying the products telling
me you will still have some happiness
inside of you a psychological fullness
and plus it is also time efficient to
all you have to do is to watch your
pop-up ad on your phone whenever you use
it
and decide whether to buy it or not
cheap and time efficient and a little
bit of excitement due to the urgency how
simple reasonable isn't it but we have
to consider whether following this time
limited sale is rational spending do you
think following this time then itself is
rational well if you ask me I don't
really think so we are getting so used
to the benefits that the companies focus
on themselves not us the consumers but
the companies to earn more profit and to
sell more products the only thing these
companies have to do is to set a time
limit of IDI and write some tempting
words for it then they'll just wait for
the consumers to be caught in a net of
sale then how about us consumers in the
asking of a consumer do you think
following this time then itself is a
good spending event
are we being lured by those companies
wants to empty their storage or are we
being taken by those honey words the
companies present to us to get the
answer for these questions we have to
get through the process of rational
thinking first in the process of buying
a product act rationally I mean most
people said five steps problem
recognition information search
evaluation of alternatives purchase
decision and review firstly problem
recognition here we recognize a need and
feels a difference between our actual
state and desired state then once the
need is recognized we may listen to the
information search stage where we try to
find goods to satisfy such needs from
various sources then with the
information in headed consumers precedes
alternative evaluation
during which the information is used to
evaluate friends in the toy set
generally most consumers could evaluate
these alternatives on the basis of our
tributes of the product the degree of
importance and satisfaction and now it's
nearly the end we finally decide whether
to fly it or not based on the previous
stages and lastly we review here's where
cognitive dissonance occurs then I made
the right decision but with the time
limit cell you've got to skip three of
these stages problem recognition
information search and evaluation of
alternatives you're only allowed to
decide whether to buy it or not
and review whether the money was
worthwhile and since you have shortened
your spending process into two it can
easily fall to regret that you've made
an impulsive and irrational decision
while others are spending their time
searching for a rational product
alleged smizing their choices you are
just focusing on the urgency due to the
12 o clock five minute now ask
yourselves again do you think following
this time limit itself is rational
remember the person who has to benefit
the most by using your own money is
yourself no one else of course this
protocol may be special and worthy
however we now know that this time limit
tries to cut our rational thinking
process the way we choose to be
efficient may leave us with
absent-mindedness but it is true that
you still have the right to choose a
rational purchase decision regardless of
the approaching 12 o'clock of time limit
lastly let's go back to our lovely
Cinderella even though she impulsively
rushed would have 12 o'clock Parliament
that the fairy godmother gave the prince
if I'm sneaking back and brought her
glass heels back
what love happy ending then how about us
by following those twelve O'Clock the
companies present to us will be left
with nothing but an empty wallet
Saturday but now since we know the steps
to make a rational decision we can
change our ending not an ending with a
regret but an ending would have
satisfaction we can also have a happy
ending like the Cinderella now it's your
turn to decide would you rather be a
person with an empty wallet or your
irrational Cinderella what a happy
ending it's up to you thank you very
much
[Music]
[Applause]