06scarcitystudent4 - Lecture Outline: Scarcity 1. Scarcity...

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1 Lecture Outline: Scarcity 1. Scarcity 2. Strategies derived from scarcity principle 3. Why does scarcity work? 4. Factors that influence effectiveness of scarcity to gain compliance Example Exam Item Based on research discussed in lecture, who would be less likely to receive a prison sentence for a crime? a) a man b) a women c) a person who received counseling d) a physically attractive person Scarcity People value things that are less available Scarcity Scarcity creates potential for loss. Fear of loss more important than possibility of gain
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2 Home Insulation Study Gonzales et al., (1988) Cost of Poor Insulation Savings from Good Insulation More likely to insulate their homes Self-Examination Study Lose potential health benefits Gain potential health benefits More likely to perform self- examinations Strategies Derived from Scarcity Principle 1. Limited Numbers: –Customer told that a particular product is in short supply 2. Time Limits: –Customer told that there is a
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This note was uploaded on 03/26/2008 for the course PSYCHOLOGY 280 taught by Professor Stephaniemaddon during the Spring '07 term at Iowa State.

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06scarcitystudent4 - Lecture Outline: Scarcity 1. Scarcity...

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