Vishal Khandelwal

In 1999, on being introduced to the Internet for the very first time, do you know what I did? Like many others, I created a dozen new email accounts. But once I realised the futility of having so many email addresses I discarded almost all of them and stuck to my Yahoo mail. It stayed that way until Gmail arrived.

Some of the Gmail features were quite attractive as compared to Yahoo but what made the former very tempting was its policy of invite-only registrations. You couldn’t get a Gmail account unless someone with Gmail invited you. This made me want it even more. But why?

Folks at Google certainly understood human behaviour better than anyone else. They used the principle of Scarcity Bias to make their product more appealing.

Scarcity principle states that people assign more value to opportunities when they are less available. In other words, things seem more valuable to us when their availability is limited. This bias stems from the basic human tendency to shun losses.

Daniel Kahneman, who is known for his pioneering work in the field of behavioural economics, came up with the Loss Aversion theory, which explains the root of many of the human psychological biases. The theory says that human beings are motivated more by the thought of losing something than by the thought of gaining something of equal value. This is especially true under conditions of risk and uncertainty.

Put simply, the threat of potential loss plays a powerful role in human decision making.

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The Hawthorne plant of the Western Electric Company in Cicero, Illinois, figured out, albeit accidentally that increasing lighting in the plant made workers more productive. Then someone pointed out a confusing detail. Productivity also improved when they dimmed the lighting. In fact, making any change at all seemed to result in increased productivity. That was a surprising finding.

It turned out that the workers seemed to be responding more to the attention they were receiving from management than to any physical change in their environment. With each change, the workers suspected (consciously or unconsciously) they were being observed and therefore worked harder.

This phenomenon came to be known as the Hawthorne Effect. It states that the very fact that people are under study, observation or investigation can have an effect on them and the results.

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Exactly eleven days after buying my windows smartphone, I realized my mistake. Unfortunately, the ten day return window (no pun intended) had already closed.

So I listed it for sale on couple of online used item marketplaces (OLX, Quikr etc.). To my utter surprise no one was willing to pay more than 70 percent of the original cost for my brand new phone. Was my phone model so bad?

But I found that almost all the other similar deals for used electronic gadgets (which were only few days old) were being sold at significant discount to MRP. I was quite sure that many of those sellers, like me, were selling because they didn’t like the product, and not because there was some defect in it.

Then why was the used-item-market heavily discounting the price for an item which was almost brand new? I also noticed that there wasn’t much difference between the price of a 1 year old phone a 1 month old phone of the exactly same brand and model.

Another observation – the number of listings for relatively newer items were very few as compared to the ones for 1-2 years old items. Why so?

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