Dr. Mindy Weinstein

So it's that sense of belonging that we have.

So we know all these different things like that humans, we have sense of belonging, like we, you know, sometimes we'll want to stand out, but when coupled with scarcity and understanding that, that's when you're like, okay, you know, showing that people can be part of this, you know, that's really going to use scarcity plus speak to other human components.

So I actually wrote it for businesses.

I mean, that's what I had in mind, because that's what I kept thinking about when I was doing my research.

I'm like, if only like more businesses knew this, and again, using it in an ethical way, because I don't want anyone to take it and be like, okay, I'm just going to

create fake scarcity.

Cause that'll backfire just for the reason I just told you, people are going to look up your company and people talk.

So we don't, you know, it's not worth it, but just realizing that, my gosh, like all these different companies, these businesses, these marketers that could really increase their business, you know, their revenue, but build those communities.

So the whole idea with like building communities and fun and excitement, like I learned from McDonald's or the communities that I learned that from a

That wasn't something in my academic research.

So I felt like I had a good handle on scarcity.

And then when I started doing these interviews with just different executives, business owners, consultants, all these different people, I thought, there's this whole other side that's actually not necessarily in an academic research, but we can see it from actual case studies.

And so...

Once I had all that, that's like, this really just needs to be out there because it's a great way to approach, you know, building relationships with your customers, with increasing your sales, building those communities.

And a lot of it doesn't really cost you anything.

It's just, how are you wording things?

And what else can you do for your customers?

I also even think about all of this as like a way that you're helping and informing customers.

So like, let's say that you do, you are a business to consumer and you have a product that's your best seller.

that actually helps people, you know, when you have that label because it helps them make that quicker decision, mental shortcut.