Why are we so blatantly obsessed with getting our hands on the unattainable? With being the unattainable? Let’s face it, when something’s inherently hard to achieve, it automatically goes higher on the scale of achievements, or when a product is less in number, it automatically becomes expensive and in demand. Like in March 2020, when everyone rushed to hoard essential supplies before the lockdown, and when stores were empty the price of things like toilet paper increased online. But, this isn’t true only to essentials. Take uber-luxury brands like Louis Vuitton and Gucci for example; because they’re expensive, few people have them and as a result, they’re put on a pedestal.
The thing is, most brands work this way. Having year-end or 24-hour long sales, or selling limited editions of a product is a great way for brands to draw customers as crowds form endless lines to attain the unattainable. It is because of this obsession, that the economy even works. There’s even a name for the theory- it’s called ‘The Scarcity Principle’. The principle means that humans place a higher value on objects that are scarce and a lower value on those that are abundant. Diamonds are more valuable than rocks because diamonds aren’t as abundant. Not only value but our perception of anything changes with it being scarce as well.
The principle works because we’re wired to think that way, nurtured in a society that lives on this principle. The education system is an example of this: the schools that take only the best of the best and have limited seats, are most people’s first choice. Even in terms of grades, few kids get the highest score and so of course, we all want it. This attitude is what creates the rat race, that never-ending need to get to the top and working to stay there.
If you think about it, the trope in fiction of the ‘popular boy’ going for the ‘only girl that doesn’t fall at his feet’ or even the one where the most eligible bachelor is the one that doesn’t want company in the first place is sort of a product of the scarcity principle mindset. I’d be rich if I had a penny for every time I heard the male lead in a movie talk about his longing for the female lead that’s playing ‘hard to get’.
So, there’s a thought process behind why a ‘one-time-only’ event seems more valuable than an event that happens every week. But, don’t get me wrong I am not condemning once in a lifetime opportunities. Working towards being a part of the crème de la crème and achieving your goal, is a wonderful feeling! However, once you’re at the top your worst fear is going back down. So, you’re doing everything in your power to stay there even when nothing is threatening your position.
Having said that, the mindset has its pros. It keeps a person driven. So, enjoy your accomplishments and keep alive that hope and drive for your goals.
I am of course, no expert and haven’t covered everything in this blog post. Definitely do your own research and you’ll surely learn a lot more about the principle. I’ve provided some helpful links at the end!
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