Understanding the human mind is a complicated task, even for the most educated behavioral marketer. So many psychological factors come into play when we make purchasing decisions, many of which we don’t necessarily understand ourselves. One such practice we see almost everywhere in marketing is using exclusivity as a motivator. Whether it’s shopping at a high-end retailer that many can’t afford, or being invited to a VIP launch party for a brand, the appeal of being included in these exclusive events seems to attract almost everyone. The question is why?