Cialdini raamat
phosphate cleaners as better products than before. Compared to Tampa residents,
who were not affected by the Dade County ordinance, the citizens of Miami rated
phosphate detergents gentler, more effective in cold water, better whiteners and
fresheners, and more powerful on stains. After passage of the law, they had even
come to believe that phosphate detergents poured more easily (Mazis, 1975; Mazis,
Settle, &. Leslie, 1973).
aaBDI Chapter 7 SCARCITY
This sort of response is typical of individuals who have lost an established free-
dom; and recognizing that it is typical is crucial to understanding how psycholog-
ical reactance and the principle of scarcity work. When something becomes less
available our freedom to have it is limited, and we experience an increased desire
for it. We rarely recognize, however, that psychological reactance has caused us to
annaabi.ee 
