Dr. Mindy Weinstein

You can still even use influencers that actually does fall into this because one of the things that I talked about in my book is the credibility of the source, the person who's giving that message.

And so if you do have someone that...

is an influence in your space.

Doesn't mean that they have to have millions of followers.

They could be a micro influencer.

People are listening to them and that's your audience.

But having them, you know, tout your product, talk about your product, and then you could still have some kind of promotion or something like that.

But because the source is trustworthy, people do make purchases.

So that's a big thing with social.

But of course, you know, we all love user generated content on social.

So having people post that, like, hey, I got the McRib sandwich today.

OK, that's if you're McDonald's, right?

But I mean, those are the things that get people like, well, I want to be part of that group, too.

And so it can definitely snowball.

Absolutely.

Yes.

And so really, like with scarcity, you know, I talked about the different types, but they all those different types, they speak to different people, some of them.

So like with supply related, that's people who do want to have self expression, you know, and so like, they want people to admire them, you know, they want to have something that makes them stand out.

But then there's people who want to feel really included as a group, you know, and then there's people who just want something exclusive.

And that is also an exclusive group.