Influence by Robert Chaldini, Read by Larry G. Jones

Scarcity may increase the satisfaction of possessing something, but it doesn't improve its utility. To counter this, start by becoming aware of your emotional arousal when someone is applying scarcity tactics. Then evaluate the situation in two steps. Stop and call yourself first. Then consider why you want that item. If you're buying something for consumption, focus only on the utility value. So there you are, the six principles of persuasion, reciprocity, consistency, social proof, liking, authority and scarcity. Each of these principles offer shortcuts to decision making but can also be used against us if we are not mindful. By using the six principles, we can positively influence others and protect ourselves from deception.