Trying to create scarcity can backfire. In anticipation of demand for the 2015 World Junior Hockey Championships, the Montreal organizers raised ticket prices to a rate much higher than the NHL Canadiens. The result was empty seats in the stands…taking away for the overall hockey experience.
Scarcity and urgency affect consumer behaviour and price sensitivity. Creating, or at least understanding these two pillars of your customers' mind will help you develop a more robust pricing policy.
Happy New Years. I look forward to more posts as the year progresses. This is a great time for forward planning, change and business development.