How to Use Scarcity: Wine Study View as slide show Adapted from AdPrin.com

Seyval grapes grow only in the Chateau Pierre vineyards and regularly win the “French National Gold Medal for Exquisite Wines.” Should the brochure say (click the slide for the evidence-based answer: 1. Scarce or abundant? 2. “This wine can be purchased at an attractive price” or “This wine can be purchased at the attractive price of $20 per bottle”? After you have your answer, click for the findings. “Scarce” and “attractive price.” See the evidence on the next page Adapted from AdPrin.com Exquisite Wine 2

Findings Do not mention price or utility. This study found the product more desirable when scarce and price was not mentioned. Mention of price eliminated the scarcity appeal (Lynn 1989).Lynn 1989

Provide a good reason for the scarcity Both versions used this. For evidence on these aspects of scarcity, see Persuasive Advertising, pp

Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application. For example, choose a priority: emphasizing price or emphasizing scarcity. Adapted from AdPrin.com