Scarcity is a great motivator. As things become less available, they become more desirable. There are at least three reasons for this:
What’s even more interesting, is that if information is perceived as scarce (i.e. it’s secret or forbidden information), it seems much more important and trustworthy.
In a fascinating study*, buyers of beef were told that supplies were going to be scarce. They ordered twice as much beef, which isn’t surprising.
But when they were told that the information that supplies were going to be scarce came from an exclusive source, they ordered 6 times as much beef!
So to increase sales:
*Knishinsky, A. (1982) “The Effects of Scarcity of Material and Exclusivity of Information on Industrial Buyer Perceived Risk in Provoking a Decision.” Doctoral Dissertation, Arizona State University.
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