Introduction Did you ever wonder why people move so fast when they notice a "two items remaining" or "offer ends at midnight" sign? That is no accident. It is the effect of the scarcity principle. Scarcity is one of the most significant triggers in the field of sales psychology and has powerful effects on human behaviour. Individuals are predisposed to take action when they feel a chance may slip away. Creating urgency, therefore, gives businesses the ability to prompt custom