Scarcity

… a core concept in Communication Skills and Atlas 109

Concept description

Scarcity is the second of Robert Cialdini’s 6 principles of persuasion science.

Cialdini notes that perceived scarcity will generate demand and suggests that products or services should be described not just in terms of their benefits, but what is unique about them, and what people stand to lose if they do not choose them.

Resources

Bridget Beirne, Why the Principle of Scarcity Can Inspire Persuasive Speech Audiences, at http://www.ovationcomm.com/insights-on-communication-skills-and-relationship-building/why-the-principle-of-scarcity-can-inspire-persuasive-speech-audiences, accessed 23 January 2016.

John Fallon, Principle of Scarcity, one-minute YouTube video at https://www.youtube.com/watch?v=dIk8E6aWlPo, accessed 23 January 2016

Source

Robert Cialdini and Steve Martin, Secrets from the Science of Persuasion, published on YouTube 26 November 2012, at https://www.youtube.com/watch?v=cFdCzN7RYbw, accessed 17 January 2016.

Normed topic and synthetic course with which the concept is primarily associated

This concept is primarily associated with the core normed topic Principles of Persuasion and is included in the synthetic course outline Atlas109 Leadership and Communication Skills.

Page created by: Ian Clark, last modified on 4 August 2022.

Image: Robert Cialdini and Steve Martin, Secrets from the Science of Persuasion, published on YouTube 26 November 2012, at https://www.youtube.com/watch?v=cFdCzN7RYbw, accessed 17 January 2016.