Aliens have invaded my world.
OK, as it turns out, it’s only Pokémon, but still, they have quite thoroughly set up residence in my home. My 8-year-old son lives, dreams and breathes Pokémon, which means I live, dream and breathe Pokémon by default. He’s particularly enthralled with collecting the trading cards, and building the perfect “deck” with which to play the game.
It’s surprisingly complex. Each card is dedicated to a single Pokémon, a fictional critter with individual powers that humans can “catch” and train. A deck comprises 60 cards, and there are different ways to strategically build it to play against an opponent. But what I found absolutely fascinating — and oh-so clever — is how the rules maximize the concept of “pseudo-set framing” to sell more trading cards and make the parent company a bajillion dollars.
Pseudo-set framing, as described in a recent study published by Harvard Business School, is defined as the act of arbitrarily grouping things together to form a set. Why would we do that? Well, human beings are drawn to groupings. We have a compulsion to put things into some semblance of order or pattern. Once that happens, anything missing from a perceived group becomes conspicuous and can make us mighty uncomfortable. That discomfort can compel us into taking action to make the incomplete, complete.
To illustrate, let’s go back to the Pokémon cards: The first pseudo-set is the deck itself. You must buy a minimum of 60 cards. But not just any 60 cards will do. The deck is actually a collection of many mini pseudo-sets, ranging anywhere between one and eight cards, that must be collected before the deck is deemed complete. Nothing made my son happier than finding the last card he needed to complete a mini set, and he was positively euphoric when he finally completed his deck.
Collecting each of these mini sets is not only time-consuming, it’s draining on the wallet. I should know. Between the two of us, my husband and I have probably purchased more than 500 trading cards, all to build that 60-card deck.
In business, we can use this powerful motivator in so many ways. If you’re a pool builder, group a job as a “backyard makeover” that includes a deck, outdoor kitchen and landscaping in addition to the pool. A pool service technician can offer a “year-long swim” for 12 months of service. And for retailers, well, the only limit to making this concept work to your advantage is your imagination. Create a “collect-them-all” mentality by putting together a set of pool toys, offer a package of spa accessories to complete a hot tub sale, redesign your loyalty program with a graphic that’s gradually completed with each visit — anything to tap into that compulsion to complete a set will draw them back into your store.
As for my son, he’s already talking about starting another deck. The Pokémon have got him good. I can’t blame him — their motto, after all, is: “Gotta catch ‘em all!”