Easter illuminates the pervasive nature of the scarcity loop across various facets of modern life, from social media to personal finance, highlighting its impact on behavior and decision-making. The scarcity loop, characterized by its three components—opportunity, unpredictable rewards, and quick repeatability—has been ingeniously embedded into the design of numerous products and experiences, significantly influencing daily actions and choices.

The chapter begins with a personal reflection on the author’s experiences during the pandemic, where the scarcity loop’s influence led to his increased screen time, unnecessary purchases, and other behaviors aimed at seeking unpredictable rewards. This realization prompts a deeper investigation into how the scarcity loop is manipulated by technology and businesses to captivate attention, encourage spending, and foster repetitive engagement.

Easter asserts that social media platforms exploit the scarcity loop by turning interactions into opportunities for unpredictable social validation, creating an endless cycle of posting and scrolling. He claims that email and shopping experiences, including innovative apps like Temu, are designed to trigger frequent checks and purchases through unpredictable notifications and offers. Similarly, personal finance apps like Robinhood have transformed stock trading into a game-like experience, encouraging rapid and repeated transactions with the allure of unpredictable gains.

The chapter also explores how the scarcity loop has revolutionized mobile gambling, making casino games readily accessible and intensifying the gambling experience through in-game betting options.