1. How to Use Scarcity: Wine Study
Prepared by J. Scott Armstrong (details on him at jscottarmstrong.com).
Please inform Scott about errors and also make suggestions (armstrong@wharton.upenn.edu)
Scott has taken these slides from adprin.com, a site that he founded. That site contains interactive versions of these
slides, along with linked references, videos, and webcasts, all in PPT and PPTX format that you can download.

2. Exquisite Wine
Seyval grapes grow only in the Chateau Pierre vineyards and
regularly win the “French National Gold Medal for Exquisite
Wines.”
Should the brochure say (click the slide for the evidence-based answer:
1. Scarce or abundant?
2. “This wine can be purchased at an attractive price” or “This wine can be
purchased at the attractive price of $20 per bottle”?
After you have your answer, click for the findings.
“Scarce” and “attractive price.”
See the evidence on the next page
Adapted from AdPrin.com 2

3. Findings
Do not mention price or utility. This study found the product
more desirable when scarce and price was not mentioned.
Mention of price eliminated the scarcity appeal (Lynn 1989).

4. Provide a good reason for the scarcity
Both versions used this.
For evidence on these aspects of scarcity, see
Persuasive Advertising, pp. 73-75.

5. Based on this exercise, write a small application step for yourself,
and set a deadline, preferably within one week. If you are
working with someone else, share your application plan and the
results of your application.
• For example, choose a priority: emphasizing price or
emphasizing scarcity.
Adapted from AdPrin.com