Brain x Psychology 'Business Hacks' [Season 1-7] 'Only a few left' creates value... The psychological mechanism that draws out 'desire'

[Psychological effect this time] The principle of scarcity
[Key point of the effect] A psychological principle where the harder something is to obtain, the more valuable it appears, and the more likely it is to prompt action

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📢 Announcement | I will be entering the Creative Awards 2026

Jiro:
“A-at last...! We have decided to enter our story into the #CreativeAwards2026
#WorkNovelCategory...!
Even though I'm just entering, for some reason, an entrance ceremony is starting in my heart...!”

Hana:
“You don't hold an entrance ceremony just for entering (laughs).
But, I want more people to watch over Jiro-kun as he stumbles in his sales work and grows little by little, so for a limited time,
I will release 'up to Episode 8 of Season 1', which was planned to be paid content, for free!”

Seiji:
“This story is about Jiro, who, triggered by the confusion and failures he feels in his sales work,
'the reason why people's hearts move' gradually deciphers it.”

Dr. Narita:
“Within Jiro's failures and realizations, there must surely be moments where you think, 'This might be true for me too'.”

Jiro:
“From here, our story begins.
I'll probably stumble many times, and Hana-san will retort to me many times...!

But, every time that happens, I want to learn little by little and grow.
If 'it's interesting', 'I'm curious about what happens next', 'I want to support you',
supporting us with likes, comments, and shares would be a huge encouragement...!

Please watch over our story together!”

【The goal of this note article】

It shouldn't have had to be now, but the moment I saw 'only a few left',
I suddenly wanted it. Haven't you had an experience like that?

You thought you bought it because you wanted it, but in reality, the atmosphere of 'it might disappear' was pushing up the value of the item itself.

In Season 1, up to this point, we have followed how prices look, how they are compared, how the burden is felt, and the feeling of not wanting to lose out.

As a continuation of that, this time, we will decipher together 'few' and 'only now', and how they strengthen desire, from Jiro's side dish completion incident.

【Introduction】 Jiro goes to protect the remaining 3 packs

Lunch break.
Jiro sat down at his seat with a slightly remorseful look, loosening his belt a little.

Hana:
“What's wrong, Jiro-kun!?”
“You look like you're in pain from overeating, even though it's before lunch?”

Jiro:
“...Yes.”
“Yesterday's portion is still left...”

Hana:
“Yesterday's is still left... (laughs)”

Seiji:
“Jiro, you're definitely stuffed (laughs).”
“What did you eat to end up like that?”

Jiro:
“Actually, yesterday, I was looking at the fried chicken in the deli section...”
“At first, I thought 'I'm good for today'...”
“But, the moment I saw 'only 3 packs left'... for some reason, I suddenly panicked...”

Hana:
“Wait, I have a bad feeling about that flow.”

Jiro:
“Before I knew it, I had bought all three packs...”

Hana:
“All three packs!?”
“That’s not shopping, that’s hoarding (laughs).”

Jiro:
“Yes...”
“And every time I found other ‘only 3 packs left’ signs, I collected them all too...”

Hana:
“Don’t call it collecting (laughs).”

Jiro:
“My fridge looks like a deli section now...”

Hana:
“You could open a shop now (laughs).”

Jiro:
“No matter how much I eat, it never runs out...”
“I was eating until 3 a.m....”

Seiji:
“I think you’re the only one who would face off with deli food until 3 a.m. (laughs).”
“But I think it’s a very natural reaction to feel a sudden sense of urgency when you see ‘only 3 packs left.’”
“It’s likely the scarcity principle at work.”

Jiro:
“The scarcity principle...?”
“Is that the thing where you want to secure something just because there’s not much of it left...?”

Hana:
“That’s basically it, but don’t turn your fridge into a deli warehouse (laughs).”

[Terminology Explanation] Why did that happen?

Seiji:
“The scarcity principle is a psychological movement where people tend to perceive something as having higher value just by seeing ‘only a few left’ or ‘for a limited time only.’”
“The harder you feel it is to obtain, the stronger the feeling becomes that ‘it must be good’ or ‘I want to have it while I can.’”

Jiro:
“So just because it’s hard to get, it looks more valuable...”

Seiji:
“Exactly.”
“Even if you didn’t want it that much at first, just adding ‘limited’ or ‘only a few’ can suddenly make it look much more attractive.”

Hana:
“I see...!”
“The fried chicken itself didn’t suddenly change, but the moment I saw ‘only 3 packs left,’ its value skyrocketed.”

Seiji:
“Yes, that’s exactly it.”
“The human brain tends to feel that things which might only be available now are more special than things that are always available.”

Jiro:
“Then for me...”
“Rather than ‘suddenly falling in love with fried chicken’...”
“It was the ‘only 3 packs left’ that made the fried chicken look like something a bit special...”

Hana:
“Yeah, that’s pretty close.”

Seiji:
“But you know, just saying ‘there’s not much left!’ can sometimes just look like you’re rushing people.”
“What’s important is that the reason ‘why it’s scarce’ or ‘why it’s now’ is communicated.”

Jiro:
“That’s true...!”
“If someone says ‘only a few left!’ without a reason, I feel a bit pressured.”
“But if there’s a reason like ‘we can only make a limited amount’ or ‘it’s seasonal,’ I can really understand it...!”

Seiji:
"Yeah, that's a pretty good understanding."

[Sales Application] How does this work in sales?

While listening to the story about fried chicken, Hana tilted her head as if thinking.

Hana:
"This seems like it would apply to sales, too, doesn't it?"

Seiji:
"Yes, it definitely does."
"Information like 'only now' or 'only a few left' makes it easier to encourage customer action."

Hana:
"That's true..."
"I'm more interested when someone says 'it's only for now' than when they just say 'I recommend this.'"

Seiji:
"That's right."
"However, the important thing isn't to rush them."
"It's about properly conveying 'why now' and 'why the quantity is limited.'"

Jiro:
"I see...!"
"So in sales, instead of pushing it by saying, 'If you don't get it right now, you won't find it anywhere else in the world!'..."

Hana:
"You're suddenly thinking on a global scale (laughs)."

Seiji:
"Yeah, you've got enthusiasm."
"But that's likely to lead to distrust."

Seiji:
"The important thing is to convey the 'reason why it's truly limited.'"

Jiro:
"Ah..."
"I was trying to push it with just enthusiasm again..."

Hana:
"You were trying to make it sell out on a global scale (laughs)."

Seiji:
"So, if you want to be conscious of this in practice, start with one thing."
"Whether there is a proper reason for that 'limitation.'"

Seiji:
"When the reason is conveyed, it's not 'please hurry because it's running out,' but rather 'it's limited because it has value.'"

Jiro:
"I see...!"
"So you don't just end with 'there's only a little left,' but you also convey 'why it's limited.'"

Jiro:
"That way, it doesn't feel like I'm being pressured, and it feels like I can choose with conviction...!"

Seiji:
"Yes, that's a very good understanding."

[Case Study] This is what it looks like in the field

From here on, we will look at how the principle of scarcity works in actual situations through five cases.
First, it's a story a bit closer to the workplace.

"Only a few left," "First come, first served," "For a limited time only."
These phrases are not just for making people feel rushed; when there is a proper reason behind them, they are more easily conveyed as a "reason to choose."

...Just as Seiji began to speak seriously, Jiro nodded strangely deeply.

When he makes this face, he has usually done something wrong.

[Case 1] When the "reason for limited spots" in a small-group workshop is conveyed as value

Seiji:
"Well then, let's first look at a case that is close to a sales situation."

Hana:
"Please do."
"It's about how the 'reason for the scarcity' is important, rather than just making people rush, right?"

Seiji:
"That's right."
"For example, let's say there is a workshop held with a small number of people."
"If you only say 'there are only a few spots left,' people might just feel like they have to decide quickly. But if you say, 'We are limiting the number of participants so that we can proceed while observing each person's understanding and reactions,' the way it is received changes."

Jiro:
"That is certainly true...!"
"It's not 'I have to hurry because there are few spots,' but 'there are few spots because they will actually look after me'...!"

Hana:
"That makes it easier to think calmly."
"I can think, 'There seems to be a real reason to participate,' instead of 'I have to decide quickly.'"

Seiji:
"Yes, that difference is important."
"When the 'reason why it is limited' is conveyed, it becomes a proper reason to choose."

Jiro:
"I see...!"
"That reminds me of something..."

Hana:
"Hmm?"
"The way you're starting this sounds a bit ominous (laughs)."

Jiro:
"The other day, I found a seminar that said 'Limited to the first 10 people'..."
"I thought it was an SNS utilization seminar, so I signed up in a hurry."

Hana:
"Jiro-kun's 'signing up in a hurry' is usually dangerous (laughs)."

Jiro:
"When I got to the venue, it was a smartphone basics seminar..."

Hana:
"So it wasn't SNS, but the smartphone itself (laughs)."

Jiro:
"Yes..."
"Except for me, almost everyone else was an elderly person..."
"The first explanation was, 'First, let's check where the power button is...'"

Hana:
"Jiro-kun, before you rush to be the first one there, maybe you should check the name of the course (laughs)."

Jiro:
"Yes..."
"And the grandmother next to me was faster at flick input than I was..."

Hana:
"You're losing to her (laughs)."

Seiji:
“But that’s also an example of scarcity at work.”
“You were so concerned about the ‘first 10 people’ limit that you acted before even looking at the course content.”

Jiro:
“Indeed...”
“Rather than ‘what I would learn,’ the thought that ‘the spots might run out’ came first...”

Seiji:
“That’s exactly it.”
“When using this in sales, it’s important not just to say ‘there are only a few left,’ but also to explain ‘why’ they are limited.”

Hana:
“In Jiro’s case, he should also look at ‘why he’s signing up’ in the first place (laughs).”

[Case 2] When ‘only 1 room left’ suddenly makes a hotel booking much more attractive

Seiji:
“Next, let’s look at a more everyday scenario.”

Hana:
“This happens a lot with hotel bookings, doesn’t it?”
“When it says ‘only 1 room left,’ I suddenly start to panic.”

Jiro:
“That happens to me a lot...”

Hana:
“There it is (laughs).”
“Whenever Jiro says ‘that happens a lot,’ something usually goes down.”

Jiro:
“I was looking at a travel site...”
“At first, my destination and dates were still pretty vague.”

Hana:
“The destination and the dates?”

Jiro:
“Yes...”
“I was just browsing with a ‘someday I’d like to go somewhere’ mindset.”

Hana:
“That’s pretty vague (laughs).”

Jiro:
“But the moment the hotel showed ‘only 1 room left’ in red text...”
“Suddenly I felt, ‘This is my only chance...!’”

Hana:
“You were taken by the vacancy before you even decided on the destination (laughs).”

Jiro:
“Yes...”
“Before I knew it, I had booked it...”

Seiji:
“That’s easy to understand.”
“I think that ‘only 1 room left’ made that hotel suddenly seem special.”

Jiro:
“That’s true...”
“I had been looking at other hotels, but the moment I saw ‘only 1 room left,’ I couldn’t see anything but that room...”

Hana:
“When someone says ‘the last room,’ it suddenly starts to feel like destiny, doesn’t it?”

Jiro:
“And when I checked after booking it...”
“The hotel was quite far from both the airport and the famous tourist spots...”

Hana:
"Why did you pick that one!? (laughs)"
"You're booking based on travel distance, not the trip itself (laughs)."

Jiro:
"Yes..."
"I only saw '1 room left' and completely ignored the map..."

Seiji:
"This is also an important point."
"When scarcity is strongly at play, you focus so much on 'how hard it is to get' that you overlook 'whether it's right for me.'"

Jiro:
"I see...!"
"So it's not 'it's good because there's only 1 room left,' but I also have to check 'if it fits my purpose'...'"

Hana:
"Next time, let's decide on the destination before looking at vacancies (laughs)."

[Case 3] When you can't leave a convenience store because there are 'only 2 left' of a dessert

Seiji:
"Let's look at a more familiar situation next."

Hana:
"That happens at convenience stores too, doesn't it?"
"When I see 'limited quantity' written on a new dessert, I can't help but look."

Jiro:
"I do that too..."

Hana:
"Jiro-kun, you're really messing up even at convenience stores (laughs)."

Jiro:
"The other day, I found a new dessert at a convenience store."
"At first, I only intended to buy one."

Hana:
"Yeah, that's normal so far."

Jiro:
"But when I looked at the shelf, there were only 2 left..."
"And it said 'limited quantity' on it."

Hana:
"That's a dangerous combination of signs for you, Jiro-kun (laughs)."

Jiro:
"Yes..."
"I only needed one, but... I suddenly felt sorry for separating the last two..."

Hana:
"Don't give desserts a family backstory (laughs)."

Jiro:
"Before I knew it, I had bought both..."

Hana: "Don't talk like you rescued them (laughs)."

Jiro:
"Yes..."
"And when I got home and lined them up in the fridge, I felt a bit relieved..."

Hana:
"You've completely adopted them (laughs)."

Seiji:
“Scarcity is at work here, too.”
“When you see ‘limited quantity’ or ‘only 2 left,’ that dessert suddenly starts to look special.”

Jiro:
“That’s true...”
“At first, I was looking at it based on whether I wanted to eat it, but halfway through, I started thinking, ‘I have to take it home before it’s gone’...”

Hana:
“Don’t say ‘take it home’ (laughs).”

Seiji:
“Exactly.”
“When you feel like there’s not much left, your feelings of ‘I might miss out if I don’t buy it now’ tend to override the question of ‘do I really want to eat this?’”

Jiro:
“Indeed...”
“Before I even thought about the taste, I was looking at the fate of those last two...”

Hana:
“From now on, you don’t have to take on the burden of the dessert’s family history (laughs).”

[Case 4] When limited colors make 'now or never' stronger than 'does this suit me?'

Seiji:
“Next, let’s look at a case where the phrase ‘only now’ causes your usual judgment to slip.”

Hana:
“That sounds like something that would happen with limited edition colors.”
“Even if it’s a color I wouldn’t normally choose, if someone says it’s ‘only available now,’ I suddenly get interested.”

Jiro:
“...I know exactly what you mean.”

Hana:
“The way you said that, you’ve already bought something, haven’t you? (laughs)”

Jiro:
“I was looking at a work bag a while ago.”
“At first, I intended to get something understated in black or navy...”

Hana:
“Yeah, those are safe choices for work.”

Jiro:
“But then the shop staff told me, ‘This color is a limited edition only available now’...”
“And suddenly, I felt like it would be a waste not to choose the limited color.”

Hana:
“Ah, the classic ‘it looks special once you add the phrase ‘only now.’’”

Jiro:
“Yes...”
“Before I knew it, I had bought a bright red business bag...”

Hana:
“Bright red!? (laughs)”
“That’s not a bag, that’s the ‘star of the show’ for the day.”

Jiro:
“Yes...”
“The moment I bought it, I thought, ‘This is special!’...”
“But when I took it to the office, it stood out more than I imagined...”
“Even during meetings, the other person’s eyes kept drifting to the bag...”

Hana:
“The bag was basically conducting the business negotiation for you (laughs).”

Jiro:
“So, from the next day on, I didn’t have the courage to bring it...”
“Now it’s just displayed on the shelf in my entryway...”

Hana:
It's not for work, it's just an accent piece for my entryway (laughs).

Seiji:
Scarcity is at work here, too.
When you hear 'limited edition color only available now,' that color suddenly starts to look special.

Jiro:
That's true...
I was looking at 'can I only buy this now?' rather than 'is this easy to use for work?'...

Seiji:
That's right.
When the 'now or never' feeling gets strong, it becomes easy to put 'is this right for me?' on the back burner.

Jiro:
I see...!
So I shouldn't choose it just because it's 'limited time only,' I need to check if I can actually use it for my work...

Hana:
Next time, look at 'can I take this to the office tomorrow?' before you look at 'is it a limited color?' (laughs).

[Case 5] When you feel rushed by 'now or never' with only 3 minutes left until sales end

Seiji:
Let's look at a case where judgment becomes impulsive due to 'now or never'.

Hana:
That happens.
When I'm browsing online and see 'only 3 minutes left until sales end,' I suddenly start feeling restless.

Jiro:
That display... it really works on me.

Hana:
The way you say that, it sounds like something has already arrived (laughs).

Jiro:
I was looking at rugs for my living room online.
The color and vibe seemed nice, and I was a bit interested...

Hana:
Yeah, that's normal shopping so far.

Jiro:
But the moment 'only 3 minutes left until sales end' appeared on the screen...
I suddenly thought, 'If I miss this now, I might never find it again...'

Hana:
Don't talk about your encounter with a rug like it's a grand romance (laughs).
So, did that fated rug arrive safely?

Jiro:
Yes...
It arrived, but...
It was about the size of a handkerchief...

Hana:
That's not a fated rug, that's a gift for your floor (laughs).

Jiro:
When I put it in the living room, it just highlighted how big the floor was...

Hana:
So the floor became the main attraction (laughs).

Seiji:
This is another example of scarcity at work.
Scarcity isn't just about quantity; sometimes it's about time.

Seiji:
'When it says "only 3 minutes left until sales end," a regular rug easily starts to look like a "rug I can only buy now."

Jiro:
"That's true..."
"I was acting based on 'I might not be able to buy it if I miss this chance' rather than 'can I actually use this?'..."

Seiji:
"That's right."
"When you panic because it's 'now or never,' you tend to overlook important things like the size."

Hana:
"Next time, let's check the size before we feel like it's destiny (laughs)."

[Theory Reinforcement] Dr. Narita's Reinforcement

Dr. Narita, who had been listening to the conversation so far, smiled slightly and opened his mouth.

Dr. Narita:
"Jiro was quite moved by the principle of scarcity today."

Jiro:
"Yes..."
"When I think 'it's now or never,' I suddenly stop being calm..."

Dr. Narita:
"That is the important part."
"When scarcity is at work, before people look at 'do I really need this' or 'does this suit me,' the feeling of 'I might not be able to get it if I miss this chance' tends to become stronger."

Hana:
"That's true..."
"The moment I realize there's only a little left, it feels like my perspective changes."

Dr. Narita:
"Indeed. The object in front of you hasn't suddenly changed. What has changed is how we perceive it."

Jiro: "So that's why, even for the same item, the moment I saw 'only a few left,' it suddenly looked special..."

Dr. Narita:
"That's exactly right."
"However, what is important when using this in sales is not to make people panic by telling them 'there is very little left.'"
"What is truly important is that the other person clearly understands 'why it is limited' and 'why it is now.'"

Hana:
"When there is a reason, it doesn't feel like I'm being pressured, and it's easier to think about it and be convinced."

Dr. Narita:
"That's right. For example, limiting the number of people is to take care of each person properly. A limited period is because there is a reason specific to that time."
"When such reasons are visible, scarcity is not just about panic, but becomes a piece of information for making a decision."

Jiro:
"So instead of 'please hurry because there's not much left,' I should convey 'it is limited for this reason'...!"

Dr. Narita:
"Indeed. Scarcity is not a tool to rush the other person."
"It is a tool to make the reason for the value clearly visible."

[Summary] Today's Takeaway

Finally, let's all recap today's discussion one more time.

Hana:
"Looking at the flow of Season 1, this is a very important episode."
"We've looked at how price is perceived and the feeling of not wanting to lose out, and this time, 'it might disappear' has strengthened the desire."

Seiji:
"Yeah. People aren't just moved by whether something is 'truly good' or not."
"The moment you think 'this might be the only chance to get it,' even the same item suddenly looks much more special."

Jiro:
"That's true..."
"Whether it was fried chicken, hotels, or rugs, I've acted on 'this might be my only chance' before even considering if I 'really needed it'..."

Hana:
"Well, before worrying about whether it was your only chance, you should have checked the size of that rug (laughs)."

Jiro:
"Yes..."
"I should have checked the dimensions before feeling like it was destiny..."

Seiji:
"But that reaction itself is natural."
"That's exactly why it's important for both sellers and buyers to pause for a moment."

Hana:
"If you're the seller, don't just make them panic with 'Only a few left!'—properly explain 'why there are so few.'"

Seiji:
"If you're the buyer, look at 'this is my only chance' and 'is this right for me' separately."

Jiro:
"I see...!"
"So it's not 'it's good because it's scarce,' but looking at 'why it's limited' as well."

Hana:
"Jiro, you've grown a bit today."
"It looks like you'll be able to avoid being the kind of salesperson who just pushes 'Only a few left!'"

Jiro:
"Really...?"
"That's great...!"
"I was dangerously close to getting through the day just by saying 'This is only for now!' and 'Only a few left!'..."

Seiji:
"That's not sales, that's just an inventory display (laughs)."

Jiro:
"That's true..."
"From now on, I'll look at 'do I really need this' as well as 'it might be gone'...!"

Hana:
"Yeah."
"Also, let's really check the size for rugs (laughs)."

Jiro:
"Yes..."
"That was a problem beyond scarcity..."

Jiro:
"Have you all ever felt your heart move because of phrases like 'only a few left' or 'for a limited time only'...?"
"If you have a story like mine where you realized you'd already bought it, please let me know in the comments...!"

[A takeaway summary for readers]

"Only a few left" and "for a limited time only" easily strengthen desire and action.
Therefore, what's important in sales is not just making people panic, but
sincerely communicating "why now" and "why it's limited."

[*Limited Time Offer: Click here for free Season 1 articles*]

☑️ Click here for the next episode
Season 1-8. 'Does paying by card make the "pain" disappear!? The psychology of why we end up buying things'

{Pain of payment}

A psychological phenomenon where cashless or deferred payments weaken the sense of payment, making the brain's unpleasant reaction less likely to occur.