Tuesday, September 25, 2007


Robert Cialdini’s book “Influence, The Psychology of Persuasion” describes scarcity:

“Limited time offer creates a sense urgency that people respond to”

It is fascinating that rational human beings are continually manipulated by clever marketing. Doubtless responding to scarcity serves some evolutionary need and those who possess that trait have survived. Today’s Special, Lobster Week, Shrimp Fest, early bird and night owl specials all work at generating traffic because you are artificially creating scarcity. Items are much more valuable in limited supply. Sale is the most used word in marketing.

People respond to the thought of Scarcity!