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Scarcity (social psychology)
Scarcity, in the area of social psychology, works much like scarcity in the area of economics. Simply put, humans place a higher value on an object that is scarce, and a lower value on those that are abundant.〔Mittone, Luigi. The Scarcity Bias. “Applied Psychology: An International Review”, July 2009, Vol. 58 Issue 3, p453-468〕 The thought that we, as humans, want something we cannot have drives us to desire the object even more. This idea is deeply embedded in the intensely popular, “Black Friday” shopping extravaganza that U.S. consumers participate in every year on the day after Thanksgiving. More than getting a bargain on a hot gift idea, shoppers thrive on the competition itself, in obtaining the scarce product.〔Highhouse, Scott. Get ‘em While They Last! Effects of Scarcity Information in Job Advertisements. “Journal of Applied Social Psychology”, May 1998, Vol. 28 Issue 9, p779-795〕
==Principles==
There are two social psychology principles that work with scarcity that increase its powerful force. One is social proof. This is a contributing factor to the effectiveness of scarcity, because if a product is sold out, or inventory is extremely low, humans interpret that to mean the product must be good since everyone else appears to be buying it. The second contributing principle to scarcity is commitment and consistency. If someone has already committed themselves to something, then find out they cannot have it, it makes the person want the item more.
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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