Full context:   Scarcity can play an important role in the process of persuasion. When something has limited availability, people assign it more value. As one of the six basic principles behind the science of persuasion, then, "scarcity" can be leveraged to convince people to buy into some suggestions, heed the advice or accept the business proposals. According to Robert Cialdini, Regents' Professor of Psychology and Marketing at Arizona State University and Distinguished Professor of Marketing in the W. P. Carey School, whatever is rare, uncommon or dwindling in availability — this idea of scarcity — confers value on objects, or even relationships.