The Scarcity Principle

The scarcity principle is more effective at some times than at other, says David Brock. Research by social psychologist stephen wirkell shows this can be seen in a study of chocolate chip cookies. When the cooky was one of only two available, it was rated more favorably than when it was one of ten. The real boost and sales occurred among the customers who heard of the impending scarcity via exclusive information. They purchased six times the amount that the customers who received only the standard sales pitch did.