3min chapter

Hidden Brain cover image

Persuasion: Part 1

Hidden Brain

CHAPTER

The Power of Scarcity

Bob Greene: People want more of what they can have less of. He says loss is the ultimate form of scarcity; if you can't have it, it's gone. Because of loss aversion, things that are scarce dwindling in availability we will otherwise forego or miss become very attractive," he says.

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