Book Titles

…in general, limited-supply appeals are more effective than limited-time appeals.

…when free choice is limited or threatened, the need to retain our freedoms makes us want them… significantly more than before.

…as opportunities become less available, we lose freedoms. And we hate to lose the freedoms we already have; what’s more this is principally true of important freedoms.

The tendency to fight for every liberty and against every restriction might be best understood… as a quest for information.

When something becomes less available, our freedom to have it is limited, and we experience an increased desire for it.

Almost invariably, our response to banned information is to want to receive the information and to become more favorable toward it than we were before the ban.

…information may not have to be censored for us to value it more; it need only be scarce… we will find a piece of information more persuasive if we think we can’t get it elsewhere.

When people encounter a piece of information, they immediately become less likely to accept it if they view it as part of an effort to persuade them.

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.

The thought of losing out to a rival frequently turns a buyer from hesitant to zealous.