Users are encouraged to click on a link in an email to obtain exclusive access to the newest version of a
popular Smartphone. This is an example of.
Scarcity, in the area of social psychology, works much like scarcity in the area of economics. Simply put,
humans place a higher value on an object that is scarce, and a lower value on those that are abundant. The
thought that we, as humans, want something we cannot have, drives us to desire the object even more. This
idea is deeply embedded in the intensely popular, “Black Friday” shopping extravaganza that U.S. consumers
participate in every year on the day after Thanksgiving. More than getting a bargain on a hot gift idea, shoppers
thrive on the competition itself, in obtaining the scarce product.
In this question, people want the brand new latest version of a smartphone. The temptation of being one of the
first to get the new phone will tempt people into clicking the link in the email.