Persuasion
Scarcity is the lever by which an offer available for a short time or in few units is perceived as more desirable.
It rests on FOMO (fear of missing out) and needs a measured hand: a company that builds its whole model on scarcity is left exposed when the market moves toward abundance.
An example
In a flash sale the limited duration and the reduced availability create urgency, access reserved for subscribers adds exclusivity and the temporary discount raises perceived value without devaluing the price list. Blockbuster had built its stores on scarcity and on blockbusters, and Netflix won with the opposite, abundance and personalization.
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