Sometimes, small tweaks create massive impact.
Case in point: a fascinating study titled “Procrastination of Enjoyable Experiences” by Associate Marketing Professors Suzanne Shu (UCLA) and Ayelet Gneezy (UCSD).
The Setup:
Researchers gave participants a free gift certificate—a no-strings-attached treat. But there was a twist.
- One group received a certificate that expired in 2 months.
- The other group got the exact same certificate—but it expired in just 3 weeks.
Everything else was identical.
Same reward. Same value. Same redemption process.
The Result?
Only 6% of people redeemed the 2-month voucher.
But a whopping 31% redeemed the 3-week version.
That’s a +416% increase in redemption—all because of a subtle shift in urgency.
What changed? Just two words:
“Expires in 2 months” → “Expires in 3 weeks”
💡 The Takeaway:
When people feel they have plenty of time, they procrastinate.
But when a deadline feels imminent, they act.
This is the power of perceived urgency.
📌 Why It Matters for You:
Whether you’re running a marketing campaign, launching a product, or sending a promotional email—how you frame time matters.
- “Offer valid for 60 days” feels distant.
- “Offer ends in 14 days” feels now.
- “Just 3 days left” sparks action.
TL;DR:
Deadlines don’t just inform—they motivate.
So next time you want your audience to take action, ask:
Can I shorten the time frame—or make it feel shorter?