The Issue: The seventh chapter of Cialdini’s book Influence discusses the principle of scarcity. This is the idea that when there appears to be a limit of something, people will desire it more and perceive it to be better.
Major Strength: A major strength in Cialdini’s argument of the principle of scarcity is his wide range of real-life examples. Rather than just citing research studies, he is able to represent scarcity as a tactic through more relatable examples. He shows the scarcity principle working when he discusses the twos and the teens. He talks about two year olds wanting something that is harder to get and teenagers tendency to rebel against their parents wishes. Both these show that people are affected by scarcity because it is a cognitive act.
Major Weakness: An issue with the scarcity principle comes when it regards businesses using it in a sales pitch. I know there are times when I have given in to the fact that a product was running out, but most of the time it comes across as cheesy and a lie when I see an infomercial saying something like “Call now and get half off your order.” It just never comes across as a trustworthy tactic; it always seems disingenuous and like the sales people are trying to pull one over on me (which I suppose they are). Due to this, I would have liked to see Cialdini discuss how companies use this and still maintain a reputable brand.
Underlying Assumption: The scarcity principle assumes that people are more heavily influenced on a product or idea when they can only receive it for a limited time or in limited amounts.
Provocative Questions: Can scarcity be equated to false advertising and therefore reduce the trustworthiness of a company?
Does the scarcity principle even affect those who are in the business of advertising? Cialdini explained that the defense against this principle of influence is difficult, so even people who know the appearance of scarcity is a selling point should have a difficult time saying no to a product that seems limiting, but I feel like this has to be incorrect.