Irina Mishalov's Blog Post Three

Robert Cialdini's Seven Social Influence Principles

-The Scarcity Principle-

The screen shot: Free sample + shipping with any foundation purchase. Last chance to receive our exclusive sample of our Prep + Prime, one of our best selling products with your online purchase at MAC.com. Use code PREP at checkout to retrieve free shipping + your online exclusive sample.

-What is the scarcity principle:

According to the scarcity principle; since valuable objects are scarce, scarce objects are assumed to be valuable. In other words consumers believe that rare materials such as, gold and diamonds are scarce then makes them valuable. This principle also claims that because the chances are higher of someone else possibly obtaining a specific scarce product or material our own desire then grows stronger. Humans respond quicker when there is scarcity related to the object because we believe that if there is a low supply of the goods then it must be valuable.

-How the scarcity principle is used:

The scarcity principle opens new opportunities for sales people/advertisers in gaining control of suggesting what is and what is not considered valuable sometimes causing consumers to forget that what is scarce doesn't necessarily mean it is valuable. On the other hand we do see the notions of scarcity/value and desire being played with in selling and advertising. For example, luxury/expensive cars are sold by limited quantities or special editions. The scarcity is used in sales today with 'scarcity in time,' and 'scarcity in product,' two variables that are used in technique of the principle.

-Example of the scarcity principle in action:

Being a college student means every minute counts so time is so valuable to me. The Internet is one of the best tools that I use to survive. I pay my bills, I use social networking and I do my shopping all in one chair! For makeup, I usually order my foundations and power from MAC Cosmetics.com. Once in a while I get e-mails from my favorite online make-up store and their online/e-mail advertisements are a perfect example of the scarcity principle in action. Referring to the screen-shot above it is clear that the deadline technique is used when it states, "Last chance to receive free shipping and a free primer." This unique selling technique gives me, the consumer, a jittery feeling that if I don't act soon, I might loose out on a great deal! The scarcity principle persuades consumers based on the scarcity of time or scarcity of product to act fast before they miss out on something good/valuable.

-Irina Mishalov