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A less available item is more desired and valued. (p256)
The drop from abundance to scarcity produced a decidedly more positive reaction to the cookies than did constant scarcity. (p257)
The highest desirbility - when they were scarce because of social demand, not a mistake (for example).
Not only do we want the same item more when it is scarce, we want it most when we are in competition for it. (p262)