How to influence people to do what you want: The application of social psychology to diverse human problems.

Reviews the book, Influence: Science and Practice by Robert B. Cialdini (see record 1992-98649-000). This book states we like rare things and will act to get them. Less is best, rare is valuable, limited amounts, limited time, exclusive engagement are all scarcity terms that motivate people. Scarcity is used to sell everything from baseball cards to tickets for musical shows. When it is scarce, we value it. This is an extremely well written book. The second edition is designed for classroom use with research evidence to underpin each point or suggestion. (PsycINFO Database Record (c) 2010 APA, all rights reserved)