SCARCITY CAN BE A VERY EFFECTIVE TOOL IN MANAGING CONSUMER BEHAVIOUR I recently started booking hotel rooms on Expedia. It is one of a number of very useful hotel booking services. In my experience it is about the best of them. Like its competitors it tried to create a sense of urgency by indication that […]

SCARCITY CAN BE A VERY EFFECTIVE TOOL IN MANAGING CONSUMER BEHAVIOUR I recently started booking hotel rooms on Expedia. It is one of a number of very useful hotel booking services. In my experience it is about the best of them. Like its competitors it tried to create a sense of urgency by indication that a particular hotel, often the one you most often book, is running short of rooms, particularly at the price on offer. I don’t know about you (indeed, how could I) but I tend not to believe these claims and certainly never take them into consideration in my booking decisions. Clearly the notification of a limited number of rooms being available is designed to create a sense of scarcity that in turn is designed to persuade me and others like me to make a booking and do so as quickly as possible – so I don’t…