"censoredfor" - 1 õppematerjal

Cialdini raamat

jurors to use the evidence to a greater extent? Often, this is precisely what happens (Lieberman 8{ Arndt, 2000). The realization that we value limited information allows us to apply the scarcity principle to realms beyond material commodities. The principle works for messages, communications, and knowledge, too. Taking this perspective, we can see that information may not have to be censoredfor us to value it more; it need onlY be scarce. According to the scarcity principle, we will find a piece of information more persuasive if we think that we can't get it elsewhere. This idea-that exclusive information is more persuasive information-is central to the thinking of two psy- chologists, Timothy Brock and Howard Fromkin, who have developed a "commod- ity theory" analysis of persuasion (Brock, 1968; Fromkin 8{ Brock, 1971).