Apple Inc. (AAPL)’s Secret Is “A Psychology of Scarcity”: Dr. Daniel Bober

Apple Inc. (NASDAQ:AAPL) has created a cool factor enveloping itself as a brand, which has led to its customers make seemingly irrational choices such as deliberately waiting in line for several days in order to get hold of their new iPhone. Dr. Daniel Bober, who is a psychiatrist gave his professional view on CNBC about how Apple Inc. (NASDAQ:AAPL) has turned people into hypnotized zombies, so to speak.

While explaining why the lines outside Apple Inc. (NASDAQ:AAPL) stores are stretching so long, Bober used the term ‘collective phenomena’,  whereby size of the crowd is in itself an attracting feature. This is of course combined with the in-crowd effect as people want to be seen around the so-called cool guys in order to augment their own persona.

” […] When you get in the line, I mean it is sort of a hip, trendy phenomenon. There is this collective reinforcement where you are, sure waiting in a long line, but you are hanging out with other people who are buying the Apple Inc. (NASDAQ:AAPL) iPhone and that’s very cool and Apple is the place to be […],” said Dr. Bober.

There is still another question that begs to be answered. What makes Apple Inc. (NASDAQ:AAPL)’s products cool in the first place? How has the company been able to attach this sentiment to its products?

Bober had an explanation for this too. He said that Apple Inc. (NASDAQ:AAPL) created a psychology of scarcity. By limiting the supply of its products at a time of high demand it makes people desperate to get the product. Hence, resulting in long lines outside its stores.

Whether Apple Inc. (NASDAQ:AAPL) is intentionally playing on human psychology or not, will perhaps never be revealed for certain. However, what is for certain is the huge amount of publicity that the tech company is benefitting from on account of its customers’ desperation and impatience or as its fans would put it, the customers ‘resolve’.

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