losing something than by the thought of gaining something of equal value. The scarcity principle holds for two reasons. First, because things difficult to attain are typically more valuable, the availability of an item or experience can serve as a shortcut cue to its quality; and, because of loss aversion, we will be motivated to avoid losing something of high quality. Second, as things become less accessible, we lose freedoms. According to psychological reactance theory, we respond to the loss of freedoms by wanting to have them (along with the goods and services connected to them) more than
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