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Scarcity : Opportunities seem more valuable to us when they are less available

Scarcity : Opportunities seem more valuable to us when they are less available. Scarcity. Scarcity makes cafeteria food more palatable (West, 1975) Threats of loss are more persuasive than equivalent promises of gain (Tversky & Kahneman, 1981) “Limited-number” tactic Time limits.

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Scarcity : Opportunities seem more valuable to us when they are less available

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  1. Scarcity:Opportunities seem more valuable to us when they are less available

  2. Scarcity • Scarcity makes cafeteria food more palatable (West, 1975) • Threats of loss are more persuasive than equivalent promises of gain (Tversky & Kahneman, 1981) • “Limited-number” tactic • Time limits

  3. Reactance (Brehm, 1966) • Whenever free choice is limited or threatened, the need to retain our freedoms makes us want them (as well as the goods and services associated with them) significantly more than before. • Reactance increases the desire and perceived worth of banned things (Mazis, 1975). • When our desire increases, we begin assigning the desired object positive qualities.

  4. Censorship • Censored information is not only desired more, but also believed more (Ashmore, Ramchandra, & Jones, 1971). • Instructions to disregard evidence (Broeder, 1959) • Driver had no liability insurance: • Driver had liability insurance: • Driver had insurance but judge told juryto disregard the information as inadmissible:

  5. A taxonomy of scarcity • Scarce items are seen as desirable • Cookie studies (Worchel, Lee, & Adewole, 1975) • Jar with 10 cookies vs. jar with 2 cookies • Recently scarce items are seen as more desirable • Jar with 2 cookies vs. jar with 10 cookies taken away and replaced with a jar with 2 cookies • Davies (1962): we are most likely to find revolutions at a time when a period of improving economic and social conditions is followed by a short, sharp reversal in those conditions

  6. A taxonomy of scarcity • Recently scarce items that became scarce due to demand are the most desirable • Jar with 10 cookies removed because (a) experimenter had made a mistake, or (b) cookies were needed for other participants • Scarcity is greatest when there is visible competition for items

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