Artificial scarcity 人为的物品缺乏

更新时间 2013年 1月 7日, 星期一 - 格林尼治标准时间12:03

Vocabulary: consumer economy 词汇:消费者经济

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Butter, bacon, sugar, tea and meat were rationed in Britain during World War ll

We expect companies selling products to make them as available as possible. But now some of them are bringing back rationing. As you might expect, it's all part of a plan to make us spend more, not less.

Once upon a time, goods were scarce, and hard to get for all but the extremely wealthy. But industrial mass production has changed all of that. Factories all over the world are pumping out bright and beautiful objects.

When everyone has to wait and save up for new things, owning them feels exciting and special. But when lovely things are available every day, they stop being a treat.

Another feature of consumer society is that we aim for social distinction through what we own. But if everyone has lots of stuff, how can we impress anyone with our purchases? All of this takes the fun out of shopping and means there's a limit to how much consumerism can grow.

This is deeply worrying to companies, and some of them have started to fight it, by creating artificial scarcity. For example, in Singapore, a small cafe called Liberty Coffee only opens on random days. It sometimes stays closed for over a week at a time. Swedish rapper Adam Tensta has limited access to his latest track. Only one person at a time can access it, and fans must take their place in a digital queue.

This trend means we can again own something rare. But the risk for these companies is that in a world of so much stuff, if they make their products too hard to get, we'll just buy from someone else instead.

Quiz 测验

1. According to the article, what happens when we can have lovely things every day?

They stop being a treat.

2. Does industrial mass production make goods more or less scarce?

It makes them less scarce.

3. Which examples of artificial scarcity does the article give?

Swedish rapper Adam Tensta's music and Liberty Coffee in Singapore.

4. Why do fans of Adam Tensta have to queue to hear his music?

Because only one person can access the track at a time.

5. Which days does Liberty Coffee open?

It opens on random days.

Glossary 词汇表 (点击单词收听发音)

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