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That reactance makes us try all the harder and want what is denied us all the more.

Think of it like "reverse psychology" used on little children.

Across numerous experiments, Cialdini and others have found that making something rare ("only 5 left"), time limited ("one day sale"), or unique ("just for you"), increases its perceived attractiveness and value.

He explains that this Scarcity Principle works on the idea of Reactance.

So, if you are chasing someone, you might want to stop and ask yourself why. So, before you go chase someone down, ask whether they are really worth it—or it is just the Scarcity talking. He gives me strange, confused or grumpy looks whenever I see him... Anyway, sometimes I loathe human beings and all of our antics.One study that supports this assertion came recently from Whitchurch, Wilson, and Gilbert (2011).The authors had college women view Facebook profiles of four male students.Well, in fact, there is research to say that it does!If you are reading this and relating, it might even be the reason you're so motivated to fight a losing battle yourself...They measured both blood alcohol concentration (BAC) of participants and attractiveness ratings of opposite sex individuals during the course of the night. getting drunk) did not account for the whole increase in attractiveness of the opposite sex.

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