What happens when something is only available for a short period of time or exists in limited quantities? We want it. Badly. That’s why advertisements and infomercials are always telling you to “act now, before time runs out” if you want to get your hands on the latest, overpriced, completely unnecessary product they’re selling. However, the illusion of scarcity and its effects are not unique to the world of business—scarcity may also affect how we perceive potential sexual and romantic partners. As some evidence of this, consider a classic study on the so-called “closing time effect,” or the idea that everyone gets better looking when the bar is about to close because the window of opportunity for finding someone to take home dwindles.