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Scarcity is a technique used to convince someone that an object has a higher value based on the object's scarcity. This could relate to the existence of only a few items produced or limited opportunities, or that the majority of stock are sold and only a few items remain.

An example is an attacker claiming that there are only two tickets left to your favorite team's final game and it would be a shame if someone else enjoyed the game rather than you. If you don't grab them now, the opportunity will be lost. This principle is often associated with the principle of urgency.