Hello my nerdy friends,
Do you ever see those signs in a store next to the toilet paper on sale for 0.01$ OFF that say “Only 4 per person“?
Very rarely is it because it’s such an amazing deal.
Just having that sign there actually makes us buy more.
Here’s why and how to use it in ads.
The study:
In a real supermarket test, researchers compared a “Limit 12 per customer” sign to having no limit at all (Wansink, Kent, & Hoch, 1998).
🧪What they found:
People without a limit bought about 3 cans on average.
People who saw the limit bought about 7.
Not bad, eh?
Why?
Your brain looks for cues to make fast decisions. When it sees a number, it uses that number as a starting point. This is called anchoring.
If the sign says “Limit 12,” you might think, “I don’t need 12,” but you still buy more than you planned. You start from 12 and adjust down.
This happens most when people don’t already have a habit or plan for that product. It’s easier for the number on the sign to replace your own internal guess.
Caveats
Not all products work for quantity anchors.
It only works for small, low-cost, easy-to-stock items like soup, snacks, and paper goods. It doesn’t translate as well to large or expensive products (like “2 sofas for $800”).
Anchors can backfire if they’re too high.
A “Limit 4” or “Buy 18” anchor helps because it’s believable. An unrealistic number (like “Buy 50”) can confuse or even turn off shoppers.
Anchors work mainly when people don’t already have a fixed habit.
If someone always buys one bottle of detergent, “Limit 12” won’t change much. Anchors matter most when people don’t know what’s “normal.”
💡Takeaway
If you want to increase sales, in person or online, set up a “limit“ customers can use as an anchor.
Have a productive day,
Ksenia, the chief nerd
P.S. If you hate Excel, but have to use it for work, here are some free templates to make your life easier:
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