• Main
• Persuasion 2
• Persuasion 3
• Persuasion 4
• Persuasion 5
• Persuasion 6
• Persuasion 7
• Persuasion 8
• Persuasion 9
• Persuasion 10
• Persuasion 11
• Persuasion 12
• Persuasion 13
• Persuasion 14
• Persuasion 15
• Persuasion 16
• Persuasion 17
• Persuasion 18
• Persuasion 19
• Persuasion 20
• Persuasion 21
• Persuasion 22
• Persuasion 23
• Persuasion 24
• Persuasion 25
• Persuasion 26
• Persuasion 27
• Persuasion 28
• Persuasion 29
• Persuasion 30
• Persuasion 31
• Persuasion 32
• Persuasion 33
• Persuasion 34
• Persuasion 35
• Persuasion 36
• Persuasion 37
• Persuasion 38
• Persuasion 39
• Persuasion 40
• Persuasion 41
• Persuasion 42
• Persuasion 43
• Persuasion 44
• Persuasion 45
• Persuasion 46
• Persuasion 47
• Persuasion 48
• Persuasion 49
• Persuasion 50
• Persuasion 51
• Persuasion 52
• Persuasion 53
• Persuasion 54
• Persuasion 55
• Persuasion 56
• Persuasion 57
• Persuasion 58
• Persuasion 59
• Persuasion 60
• Persuasion 61
• Persuasion 62
• Persuasion 63
• Persuasion 64
• Persuasion 65
• Persuasion 66
• Persuasion 67
• Persuasion 68
• Persuasion 69
• Persuasion 70
• Persuasion 71
• Persuasion 72
• Persuasion 73
• Persuasion 74
• Persuasion 75
• Persuasion 76
• Persuasion 77
• Persuasion 78
• Persuasion 79
• Persuasion 80
• Persuasion 81
• Persuasion 82
• Persuasion 83
• Persuasion 84
• Persuasion 85
• Persuasion 86
• Persuasion 87
• Persuasion 88
• Persuasion 89
• Persuasion 90
• Persuasion 91
• Persuasion 92
• Persuasion 93
• Persuasion 94
• Persuasion 95
• Persuasion 96
• Persuasion 97
• Persuasion 98
• Persuasion 99
• Persuasion 100
• Persuasion 101
• Persuasion 102
• Persuasion 103
• Persuasion 104
• Persuasion 105
• Persuasion 106
• Persuasion 107
• Persuasion 108
• Persuasion 109
• Persuasion 110
• Persuasion 111
• Persuasion 112
• Persuasion 113
• Persuasion 114
• Persuasion 115
• Persuasion 116
• Persuasion 117
• Persuasion 118
• Persuasion 119
• Persuasion 120
• Persuasion 121
• Persuasion 122
• Persuasion 123
• Persuasion 124
• Persuasion 125
• Persuasion 126
• Persuasion 127
• Persuasion 128
• Persuasion 129
• Persuasion 130
• Persuasion 131
• Persuasion 132
• Persuasion 133
• Persuasion 134
• Persuasion 135
• Persuasion 136
• Persuasion 137
• Persuasion 138
• Persuasion 139
• Persuasion 140
• Persuasion 141
• Persuasion 142
• Persuasion 143
• Persuasion 144
• Persuasion 145
• Persuasion 146
• Persuasion 147
• Persuasion 148
• Persuasion 149
• Persuasion 150
• Persuasion 151
• Persuasion 152
• Persuasion 153
• Persuasion 154
• Persuasion 155
• Persuasion 156

persuasion You're told to select the shots you like best and how many copies of each you'd like. Then, you're told the negatives will be destroyed within a certain number of months. Of course, you feel like you'd better get all the copies of all the shots you want now, or you won't be able to later! Creating Allure Think about when a woman wants to come across as more attractive to a certain man. If she can set things up so she will just happen to meet him while on a date with some other successful, attractive man, then she will appear to be more desirable than if she were merely to meet him alone at some club or bar. Or what if you were selling real estate? You'd be smart to have several interested people along for the tour of the property, since the interest of one client will heighten the interest of another. Instead of your potential buyer thinking, "Okay, I'm going to try to wheelanddeal here," he will think, "I'd better jump or this other guy's going to get it before 1 do!" In one experiment, students were given a written description of a particular novel. Half of the students' copies included the description, "a book for adults only, restricted to those twentyone years and over," while the other half contained no such restriction. When polled about their feelings about the novel, students reading about the restriction indicated that they thought they would like to read the book, while students who had not read the restriction expressed significantly less interest.14 Restricting access to information or material often makes it that much more appealing. Although this topic typically brings to mind material of a sexually explicit nature, scarcity can apply to anything.
Consider a form ot censorship at the University of North Carolina. When students learned that a speech in favor of coed dorms was banned, they became more smitten with the idea of coed dorms. It is of great significance to realize that, without ever having heard the actual speech, the censorship alone heightened the students' interest. The students didn't even need to hear the speech to be persuaded to support or become more committed to the notion of coed dorms.15 Think again about the study conducted by the University of Chicago Law School that was discussed in Chapter 4, The Law of Obligation. The Law of Scarcity was also at work in this scenario. When the judge ruled that evidence on the defendant's insurance was inadmissible, and therefore had to be disregarded, the jurors actually increased the award amount. The censored information was actually embraced even more, jumping the damage payment by $13,000!lh Additional Forms of Scarcity in Marketing Consider the following "scarcity" tactics we see daytoday: Clubs and restaurants that create exclusive membership requirements Disney videos and DVDs that are offered for sale once every five years Airlines that only hold your seat for twentyfour hours, informing you that "These seats might sell out" Collectors who specialize in hard to find antiques and rare baseball cards Special "by invitation only" sales Goingoutofbusiness sales Offers "not available" in stores Exclusive, onetime offers Memberships in an exclusive club How to Use the Law of Scarcity Sometimes scarcity is necessary to help us make a decision. persuasion