Mindy Weinstein

And that's just because of the distribution and...

chip shortage is what I think I read last.

But then there's also time-related.

And time-related is some type of limitation on the amount of time that you have.

And that could be something like a flash sale, or if you've ever been on a website and you see the countdown timer, that feeling that you have that you start to get anxious, that is time-related scarcity because now you're competing against the clock.

And then finally, there's limited edition, which is really part of supply-related scarcity.

But with limited edition,

it's different in that it could be the same product, just a different packaging or just a slightly different twist, but it's also still scarcity.

And all of those areas and all those things I talked about, they have different effects on us.

And that's part of why I wanted to study scarcity.

My dissertation, believe it or not, was on the power of scarcity.

And that's just really what catapulted this whole thing because I realized how complex it really was.

That is what is so surprising.

So during my studies and even through some testing that I've done, there is a reaction to when something is unavailable to us.

And that actually dates back to early mankind when people were trying to survive and there were scarce resources.

Our brains are hardwired and they're still hardwired to overcome any type of scarcity.

So something is all of a sudden we can't get it or it's a little bit harder for us to.

Then our brain kicks into high gear.

the things that I'm about to tell you, they've actually been seen in brain scans, which is hard to argue with that because you can actually see the brain activity.

But when faced with a scarce, let's say, product you're trying to buy and it's an auction, because there was actually a study done that did an auction simulation and participants were hooked up to MRIs and the researchers could actually see that when they were faced with a product that they could bid on that was scarce,