# Prof. Adam Alter on how scarcity influences purchasing decisions

1 Faculty News January 4, 2013 ![Marketplace Logo](/sites/default/files/styles/246w/public/assets/images/marketplace_logo.jpg?itok=IIav3Udj)>

Excerpt from [Marketplace](http://www.marketplace.org/topics/life/how-feelings-deprivation-affect-consumer-behavior) -- "Alter says this moment -- of decreased self-worth when compared to others -- is when consumers are vulnerable to buying scare items."

[Read more](http://www.marketplace.org/topics/life/how-feelings-deprivation-affect-consumer-behavior)