Users are encouraged to click on a link in an email to obtain exclusive access to the newest version of a popular Smartphone. This is an example of.
Correct Answer: A
Section: Threats and Vulnerabilities
Scarcity, in the area of social psychology, works much like scarcity in the area of economics. Simply put, humans place a higher value on an object that is scarce, and a lower value on those that are abundant. The thought that we, as humans, want something we cannot have drives us to desire the object even more. This idea is deeply embedded in the intensely popular, “Black Friday” shopping extravaganza that U.S. consumers participate in every year on the day after Thanksgiving. More than getting a bargain on a hot gift idea, shoppers thrive on the competition itself, in obtaining the scarce product.
In this question, people want the brand new latest version of a smartphone. The temptation of being one of the first to get the new phone will tempt people into clicking the link in the email.
B: Familiarity is a generic feeling in which a situation, event, place, person or object directly provokes a subjective feeling of recognition which we then believe to be a memory. As a result, we recognize “it”.
In this question, the temptation is a new smartphone. Familiarity with the older model of the smartphone might make the new model desirable. However, the scarcity of the new phone makes it more desirable and so more tempting to click the link.
C: If the users were being threatened to force them to click the link that would be intimidation. However, the users are being tempted to click the link due to the scarcity of the new smartphone.
D: This is not an example of trust. The users may trust the source of the email but it’s the scarcity of the new smartphone that makes it more desirable and so more tempting for the users to click the link.