Groupon Locusts and the Coming Small Business Apocalypse | Jamie Beckland

Groupon uses the structure of a daily deal to reinforce that there will always be another great deal—maybe even better than the last one. So, Groupon subscribers become like rats, checking their email for a food pellet. When a really great deal comes along, they get a rush of dopamine just from buying it. In this way, getting the discount becomes a critical part of the buying experience.