The Scarcity Principle, Social Psychology:
“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 in abundance.” (Wikipedia)
A special holiday theory, just in time for Christmas. For more on this, check on the Stuff You Should Know episode on “it” holiday toys, it’s great.
Be careful out there 😉
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