PSYC 342 Lecture Notes - Lecture 13: Laundry Detergent
Document Summary
Scarcity: things seem more valuable to us when they are less readily available things that are hard to get are seen as more valuable availability is a heuristic for value we want freedoms more after we"ve lost them. Scarcity can become one of the most persuasive tactics and has long lasting effects. Threats of loss are more persuasive than equivalent promises of gain, evolutionary bias to making least costly errors. Homeowners: more likely to conserve energy when told how much they could lose from poor insulation vs. save from good insulation. Harder to disrupt decision making when the decision involves a loss as opposed to a gain. The jar with 10 cookies recently replaced with 2 cookies. The recently scarce was seen as more desirable and had more positive evaluations than always-scarce cookie jar. Reactance: when free choice is limited/threatened, the need to retain our freedoms makes use want the desired object even more than before.
