Ever shop for flights online and see the tag "there are only 2 tickets left" or how about informercials that claim it is for a limited time only or that there are only X amount left.
Wonder why antiques are so expensive?
It all comes down to our last social influence in our 6 part series: Scarcity
Basic Premise
- Things seem more valuable when their availability is limited.
- Scarcity can turn garbage into prized possessions.
- When you ban something, there is a loss of freedom which makes the banned item more appealing (teenage rebellion, prohibition and drugs).
- Scarcity has a stronger effect when:
- the item was previously abundant rather than being constantly scarce (look at the salt rush due to the nuclear incident in Japan).
- people are in competition with other people for the item (auctions usually generate higher prices especially when there is more than one bidder).
How People Take Advantage of Scarcity
- As mentioned in the introduction, sellers usually use a deadline and/or limited number technique where you better act fast before the few items left are sold out or before time runs out and you lose out on the special offer.
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Long line for Chicken and Ginseng Soup |
- If you have ever bought real estate, you've probably experienced the sudden "unknown buyer" who has come in to bid for the same place you're bidding for. This is a perfect example of trying to create competition for the item.
- Long lines at a restaurant or club also gives a sense of scarcity because it shows that there is only so much space and "everyone" wants to get in.
Best Defense
- Realize that the joy is not in experiencing the scarce commodity but possessing it so you need to ask yourself why you want to own this item: Ownership or Utility? If for usefulness, remember that scarce things are no more useful than things in abundance.
- Objectively evaluate the item for its real value and don't overvalue it simply because it is scarce.
Seemingly Useless Closing Remarks:
With this article we have concluded this 6 part series on Persuasion:
Writing these articles have furthered my awareness in the social influences that surround me everyday. I hope it will make you a better consumer just being aware of the various tactics your are bombarded with on a daily basis and on the flip side, provided you with a arsenal of effective tools you can use next time you need to persuade someone.
Feel free to leave comments on your thoughts about the article.
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