Tactic 27 of 99
The Last One
Nothing makes people want it like being told they can’t have it.
What it is
You highlight limited quantity. Cialdini’s Scarcity principle says rare things seem more valuable, an idea also known as commodity theory. Your brain reads “almost gone” as “worth having.”
Spot it
“Only 2 left” banners that never seem to change, no matter when you check.
Counter it
Ask: “Would I want this if there were 1,000 left?” If the answer is no, the scarcity was doing the wanting for you.