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Not only do we want the same item more when it is scarce, but we want it most when we are in competition for it.
|
278 |
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The thought of losing out to a rival frequently turns a buyer from hesitant to zealous.
|
278 |
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As a general rule, when the dust settles and we find losers looking and speaking like winters (and vice versa), we should be especially wary of the conditions that kicked up the dust…
|
281 |
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…extreme caution is advised whenever we encounter the devilish construction of scarcity plus rivalry.
|
281 |
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It is easy enough to feel properly warned against scarcity pressures, but it is substantially more difficult to act on that warning. Part of the problem is that our typical reaction to scarcity hinders our ability to think.
|
283 |
 |
…knowing is a cognitive act, and cognitive processes are suppressed by our emotional reaction to scarcity pressures… this may be the reason for the great effectiveness of scarcity tactics.
|
284 |
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By learning to flag the experience of heightening arousal in a compliance situation, we can alert ourselves to the possibility of scarcity tactics there and to the need for caution.
|
284 |
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The joy is not in the experiencing of a scarce commodity but in the possessing of it. It is important that we not confuse the two.
|
285 |
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…it is vital to remember that scarce things do not taste or feel or sound or ride or work any better because of their limited availability.
|
285 |
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Scarcity is often a shortcut to the best choice.
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173 |
