Suzanne Shu, UCLA Anderson School of Management’s Professor of Marketing said in her interview with Marketplace radio program on American Public Media on Sep 2, 2011:

You see something that is just an unbelievable discount to you. And you think, ‘Wow that is so great that I can get this so cheap.’ And you get more excited about the discount than about the actual product itself.

Shu spoke about the motivation for purchasing these daily deals:

So you sit there asking yourself, ‘Do I want to let it pass me by, and two days later regret the fact that I didn’t go for that great deal when I had the chance? Or do I just want to go ahead and grab it and then figure out how to use it later?’