Editing Persuasion (section)

====Scarcity====
Scarcity could play an important role in the process of persuasion.<ref>{{cite journal |doi=10.1080/00913367.2013.803186 |title=The Effect of Consumer Persuasion Knowledge on Scarcity Appeal Persuasiveness |journal=Journal of Advertising |volume=42 |issue=4 |pages=371–379 |year=2013 |last1=Aguirre-Rodriguez |first1=Alexandra |s2cid=144951000 }}</ref> When something has limited availability, people assign it more value. As one of the six basic principles behind the science of persuasion, then, "scarcity" can be leveraged to convince people to buy into some suggestions, heed the advice or accept the business proposals. According to Robert Cialdini, Regents' Professor of Psychology and Marketing at Arizona State University and Distinguished Professor of Marketing in the W. P. Carey School, whatever is rare, uncommon or dwindling in availability — this idea of scarcity — confers value on objects, or even relationships.<ref>{{Cite web |title=The gentle science of persuasion, part six: Scarcity {{!}} W. P. Carey News |url=https://news.wpcarey.asu.edu/20070214-gentle-science-persuasion-part-six-scarcity |access-date=2022-09-21 |website=news.wpcarey.asu.edu}}</ref>

There are two major reasons why the [[scarcity heuristic|scarcity principle]] works:
* When things are difficult to get, they are usually more valuable, so that can make it seem to have better quality.
* When things become less available, we could lose the chance to acquire them.
When this happens, people usually assign the scarce item or service more value simply because it is harder to acquire. This principle is that everyone wants things that are out of their reach. Something easily available is not that desirable as something very rare.