A consumer is watching one of the many shows on cable TV these days selling products that can be purchased on the spot by calling the number on the screen. One of the items is quite appealing, although she realizes that it's purchase is far from necessary. However, as soon and is it is announced that their only 12 of this item remaining, she grabs the phone and places an order. This is an example of:

Question

Quizplus · Accepted Answer

The scarcity effect is demonstrated here, where the consumer's decision to purchase is influenced by the announcement that only a limited number of items are available, making the item seem more valuable or desirable.

A Consumer Is Watching One of the Many Shows on Cable