Scarcity is another influence model, this one describing how you become more interested in opportunities the less available they are, triggering your fear of missing out (FOMO). So-called “limited-time offers” and “once-in-a-lifetime opportunities” prey on this fear. These are easy to spot online, such as the travel site that says there are “only 3 rooms left at this price,” or the retailer reporting “only 5 left in stock.” Scarcity signals also often imply social proof, e.g., this shirt is going to run out because it is so popular.
