Today, people regularly feel like they don’t have enough – not enough time, not enough money, not enough followers on Instagram. How can marketers help turn these everyday experiences of scarcity into positive outcomes for consumers? Drawing from her 15 years of experience as a behavioral scientist, and her 24 days as a contestant on the reality television show, Survivor, Dr. Kelly Goldsmith makes a surprising case for how a little scarcity can benefit consumers, both individually and collectively. She then offers tactical insights into the communication and persuasion strategies that marketers can use in an age when “more” is never enough.

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