You're feeling the power of scarcity when you pay $900 for a ticket to see The Rolling Stones.
According to Robert Cialdini, we're susceptible to scarcity because loss seems terrible.
Faced with scarcity, you let emotions cloud your brain and throw caution to the wind.
Scarcity is why deadlines drive sales; why "limited editions" disappear from shelves; and why censorship or prohibition—actual or threatened—incites panic buying.
Want to persuade someone? Give him a deadline.
