Based on social psychological theories, Andrea Bruns derives hypotheses regarding the consequences of temporary extensions of sales options, defined as time-limited price reductions or product additions, on customers. Buyers are differentiated into potential customers and existing customers and analyzed separately. The formulated hypotheses are examined through two experimental studies. The results of the studies reveal the underlying psychological effects triggered in potential customers and existing customers. Future behavioral intentions are positively and negatively influenced as a result. Implications for marketing research and management are derived from the findings.