Nina looked at her email, and saw that her favorite shoe store sent her an email saying, “save 40% off this weekend only!” Nina immediately started to think about how many new shoes that she “needed”. She thought, “OMG that’s almost 2 for the price of 1. I need to go there, because I need a new pair of black pumps and I have to have a pair of nude shoes.” As Nina took a step back, she started to realize that was exactly what the store wanted her to think. They wanted to trigger a sense of “I have to have it now.”