The Six Principles of Reciprocity
Scarcity (if I can’t have it, I want it)
Something held in abundance is much less highly valued than something is scarce.
Deceptive groups use this, for example, by saying that this is the only way to salvation.
To a slightly less degree this is also done when the group claims to be the “best,” the
“closest to the will of God,” “God’s Green Berets,” the “fastest path to enlightenment,”
etc.
a. Exclusivity of information
Exclusive information is more prized and more readily believed. A test of scarcity
showed that scarcity of commodities produced increased revenue, but the
exclusivity of the information about a future shortage produced a far greater
increase in revenue. It should be noted that the information must be true to
maintain the relationship of trust.
b. Rivalry for scarce items
Scarcity can be manipulated, especially by creating a rivalry for it. In cults, this can
apply to such things as leadership positions, praise from the leader and other
special favors.
No comments:
Post a Comment