American Marketing Association Professional Certified Marketer (PCM) Content Marketing Practice Exam

Why do discounts tend to attract more consumers?

1. They provide a sense of urgency

2. They are often permanent

3. They are widely advertised

4. They are usually misunderstood

The correct answer is: They provide a sense of urgency

Discounts attract more consumers primarily because they create a sense of urgency. When potential buyers see a discount, it often signals that they have a limited opportunity to take advantage of a lower price before it returns to regular pricing. This urgency compels consumers to act quickly, fearing that they might miss out on a good deal. By appealing to the consumer's desire to save money, discounts can spur immediate purchasing behavior, effectively increasing foot traffic and sales volume. While discounts can be advertised widely (as mentioned in another option), the driving factor is the urgency they generate rather than mere visibility. Additionally, discounts are generally not permanent fixtures; rather, they are typically time-limited offers meant to encourage quick consumer decisions. Misunderstandings about discounts might occur, but they do not typically serve as a primary reason consumers are drawn to them. Thus, the correct answer emphasizes the psychological impact of urgency that discounts create, making them particularly appealing to consumers.