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We should strive to be less stupid by studying logical fallacies and cognitive biases. This is helpful in PR, too, since we deal with human communication daily.
When channels, messages, and platforms are perfectly optimised, what remains to compete with is employee creativity. Who will creatively outperform competitors?
The principle of scarcity is well-defined in scientific literature. Scarcity makes us want rare things more — simply because they are fewer.