2. Scarcity Principle
A weapon of Influence
Opportunities seem more valuable when they
are less available.
Potential loss is more powerful than potential
gain in influencing human decision-making.
Limited numbers- An item will be more desirable
when it is least available. Availability can serve
as a shortcut cue to an item’s quality.
Limited time- typical “deadline” tactic to pressure
consumers into buying an item
5. Psychological Reactance
Scarcity principle trades on our weakness
for shortcuts.
Shortcut: item’s availability = quality
Lower availability= loose of freedom or
limited free choice.
Psychological reactance:
Limited free choice = increased desire and
efforts to possess the object.
6. Psychological Reactance
More evident at ages characterized by emerging
sense of individuality:
Terrible twos
Teenage years
Censorship of information: makes it more
desirable and believable, even when information
not received.
Scarcity of information: makes it more valuable,
credible, exclusive and therefore more
persuasive.
8. Effectiveness of Scarcity Principle
as a Weapon of Influence
More effective when:
New scarcity is more effective than long-
standing scarcity.
E.g., Revolutions tend to occur when a period
of increased well-being is followed by a tight
cluster time of reversal.
Competition for scarce items or resources
makes them more desirable.
E.g., items purchased at an auction
9. Defense Mechanism against the
emotion-arousing pressures of scarcity
Question yourself:
What is it that we want from the desired item?
If you want to “possess” the item for its social,
economic or psychological benefits, you may be
successful if you can afford it.
BUT If you want it to “experience” the item as to
eat it, use it, wear it, etc.. Then we need to
remember that scarce items will not be any
better than non scarce items on these regards
just because they have limited availability.
