4Invoking Scarcity—If Something Seems Unavailable, We Seem to Want It Even More
YOUR COMPANY IS introducing a new product. Everyone gears up. The production line is cranking. The marketing department is letting current and potential customers know that the product will be out the first of the year, and there are plenty to be had. All is good, right?
Wrong. The marketing department should be saying that there are only a limited number available at the first of the year—and they might not be able to fill the demand.
Remember the iPhone introduction? When it came out the first time, there were long lines to get one. Remember when the 3G ...
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