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In human psychology, the scarcity heuristic is a mental shortcut that places a value on an item based on how easily it might be lost, especially to competitors. The scarcity heuristic stems from the idea that the more difficult it is to acquire an item the more value that item has. In many situations we use an item’s availability, its perceived abundance, to quickly and accurately estimate quality and/or utility.〔Lynn M., (1989), Scarcity Effect on Value: Mediated by Assumed Expensiveness, Journal of Economic Psychology vol. 10, 257-274〕 In other situations, the scarcity heuristic can lead to systemic errors or cognitive bias.〔Gigerenzer, Gerd (1991). "How to Make Cognitive Illusions Disappear: Beyond “Heuristics and Biases”". European Review of Social Psychology 2: 83-115. Retrieved 14 October 2012.〕 Scarcity appears to have created a number of heuristics such as when price is used as a cue to the quality of products,〔(Rao & Monroe, 1989)〕 as cue to the healthfulness of medical conditions,〔(Ditto & Jemmott, 1989)〕 and as a cue to the sexual content of books when age restrictions are put in place.〔(Pincus & Waters, 1976)〕 These heuristic judgments should increase the desirability of a stimulus to those who value the inferred attributes. ==Context== Heuristics are strategies that use readily accessible (though loosely applicable) information for problem solving. We use heuristics to speed up our decision-making process when an exhaustive, deliberative process is perceived to be impractical or unnecessary. Thus heuristics are simple, efficient rules, which have developed through either evolutionary proclivities or past learning. While these “rules” work well in most circumstances, there are certain situations where they can lead to systemic errors or cognitive bias. The scarcity heuristic is only one example of how mental “rules” can result in unintended bias in decision-making. Other heuristics and biases include the availability heuristic, survivorship bias, confirmation bias, and the self-attribution bias. Like the scarcity heuristic, all of these phenomena result from either evolutionary or past behavior patterns and can consistently lead to faulty decision-making in specific circumstances. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Scarcity heuristic」の詳細全文を読む スポンサード リンク
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