The issue: This chapter is dedicated to Cialdini’s sixth and final Principle of Influence: scarcity. This principle claims that people are more likely to want something if they know that it is in limited supply.
Major Strength: The biggest strength in this chapter lies within Cialdini’s ability to cite relevant examples to support his claims. For instance, Cialdini dedicates a small portion of this chapter to mention that somebody bought the suit that John Travolta wore in Saturday Night Fever for $145,000. The suit is one-of-a-kind, and this example illustrates the lengths that a person is willing to go to attain something that is in short supply. Cialdini’s principle of scarcity falls in line with the idea of, “I won’t it more now that I know I can’t have it,” which becomes clear through examples such as this one.
Major Weakness: While Cialdini makes the concept easy to understand, his examples are just that—examples. They are isolated incidents: overpaying for a suit, dating an older man because your parents disapproved, or spending $1 million more than necessary to acquire The Poseidon Adventure for broadcast. Cialdini focuses more on historical examples of scarcity and less on strategy for how to effectively use the principle to your advantage (ethically).
Underlying Assumption: The underlying assumption is that we (the readers) can all relate to this idea of scarcity: wanting something because we can’t have it. In previous chapters, Ciladini explains the featured principle with a little more detail that he does in the chapter, as it is relatively straightforward concept. Instead, he shows ways in which the principle of scarcity can be applied.
Provocative Questions: What triggers this basic desire to yearn for something that is difficult to acquire? How can we ethically use the principle of scarcity to our advantage as young multimedia professionals?