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The Power of Scarcity: Leveraging Urgency and Demand to Influence Customer Decisions Subclass_GENERAL 2IM with step by step directionsDrive revenue and grow your business by using the powerful concept of scarcity Scarcity isn't just one of the key principles of influence, it's arguably the most powerfulinvoking the kind of primal instincts that were essential to our ancestors' survival. It's also the explanation for why, in the mid 1990's, $29. 99 Tickle Me Elmo dolls were being scalped for $7,000 apiece. And yet, for all its power, scarcity is a principle that's little understood,