Two views on buying something on sale, from the same guru

In 2010 the marketing guru wrote about those 50% off Groupon deals thusly,

Groupon is a very different thing. Here, it’s not a hassle, it’s the fun factor. Buying this way is exciting, you never know what’s next, you do it with friends, the copy is funny, it’s an adventure. As a result, many Groupon customers in fact do convert to becoming long time patrons of the place they tried, because they’re not inherently cheap shoppers. When they’re on Groupon they’re hunting for fun. But if you offer an astonishing product and great service after they try you, they may convert into shopping with you for the long haul

Today a different opinion on why people buy something that is on sale,

The impulse big-sale buy is not a matter of acquiring a high value item they’ll need later at a bargain price today.

No, the consumer is spending money in exchange for the feeling, right now, of saving big. The joy of a bargain. The item is secondary, the feeling is what we just paid for.

You wouldn’t know that from the way people selling things act, but that’s what we buy.

You likely are wondering weren’t those purchasing cupcakes and spa packages with 50% Groupon deals were doing so just for joy of bargain?