PS270 Lecture Notes - Lecture 13: Elaboration Likelihood Model, Social Proof, Cognitive Load
Document Summary
The principle that things are seen as more valuable if they are less readily available. Called supermarkets and offered purchase of imported beef. Half given standard sales pitch and other half told there was a limited supply and that this information was not widely known (high scarcity) Scarcity condition purchases were six times higher. People want to obtained banned information more than information that has not been banned. Some studies have manipulated scarcity via the uniqueness of the opportunity rather than explicitly limiting amount or time. Student participants contacted by phone about participating in a study. Common condition: told eligibility for study based on common characteristics (sex, age 18-22) Uncommon condition: told eligibility for study based on uncommon characteristics (specific language studied in high school and number of siblings) Student participants asked to participate in a second study. Common condition: told score on eligibility test was common (75% of participants)
