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Influence: The Psychology of Persuasion · chapter 7 · member edition

Scarcity: The Rule of the Few

So what

Scarcity is one of the better-supported principles. The meta-analysis (416 effect sizes) confirms a reliable but moderate effect. Cialdini’s treatment is mostly fair, though the loss aversion mechanism is presented with more certainty than current evidence warrants.

Verdict

MostlyAccurate

Claims checked in this chapter (9)

holds⚠ re-audit pending
Scarcity enhances the perceived value of commodities -- when something becomes less available, it becomes more desirable, as predicted by commodity theory (Brock, 1968).
holds⚠ re-audit pending
The 'cookie jar' study (Worchel, Lee & Adewole, 1975) showed that cookies from a nearly empty jar were rated as more desirable and valuable than identical cookies from a full jar.
needs context⚠ re-audit pending
Loss aversion -- people's tendency to want to avoid losing things more than they want to gain equivalent things -- is a key psychological mechanism behind the scarcity principle.
holds⚠ re-audit pending
Psychological reactance theory (Brehm, 1966) explains why scarcity increases desire -- when people perceive their freedoms as threatened, they react by wanting the restricted item even more.
holds⚠ re-audit pending
The Dade County phosphate ban (1972) demonstrated reactance -- residents rated banned phosphate detergents as gentler, more effective, and better-pouring than residents in nearby Tampa where detergents were still available.
holds⚠ re-audit pending
Censorship makes information more desirable and more persuasive -- when people learn a message has been banned, they want it more and are predisposed to agree with it before even hearing it.
needs context⚠ re-audit pending
Scarcity is most powerful when it results from social demand (competition) rather than accident -- items scarce because others want them are valued more than items scarce due to supply errors.
holds⚠ re-audit pending
Commodity theory (Brock, 1968) provides the theoretical foundation: any commodity that can be possessed will be valued to the extent that it is unavailable.
needs context⚠ re-audit pending
Newly experienced scarcity is more powerful than constant scarcity -- things that have recently become scarce are valued more than things that have always been scarce.