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Scarcity
“If it’s running out, I want it.”
This principle tells us that people are more likely to want something if they
think it is available only for a limited time or if it is in short supply.
Intriguingly, this isn’t just about the fear of missing out (a kind of reverse
social proof). Scarcity actually makes stuff appear more valuable. For
example, psychologists have shown that if you give people a chocolate