What is the unavailability rule? Definition

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This is one of the tools of influence described by Robert Cialdini in his book "Influencing People: Theory and Practice", which is the result of 15 years of research on persuasion techniques. This rule is based on the psychological phenomenon that people value things that are harder to obtain more. When something is perceived as rare or limited in availability, it becomes more desirable.

Robert Cialdini in his book described six main techniques of exerting bc database malaysia influence:

The rule of reciprocity
Commitment and consistency
Social proof
Liking and sympathy
Authority
Inaccessibility
The scarcity rule states that “opportunities become more attractive when their availability is limited.” People tend to desire things that are hard to obtain, and the threat of losing them or making them unavailable increases their value and attractiveness.

The American social psychologist emphasizes that this rule is used in various marketing strategies, such as time-limited offers, limited edition products, or sales, which make people feel pressure to quickly make a purchase decision before the opportunity disappears.