I have just read Wad's wonderful sketch (in Russian) about wants and their limitations. He formulated a simple process of getting from wants to consumption.
2. External irritant activates The Want part, showing assosications with pleasant emotions.
3. The Want starts working, but the rational part knows that pleasant emotions should be paid, the Stopper activates.
4. To get the Want to win over the Stopper, the irritant needs to show the idea of acessibility.
5. There's no reason to retrain the consumption.
Therefore, if the irritant (the producer or distributor) wants to increase demand, he needs to show the consumer, that it is possible to acquire the good or service. And vice-versa - if you want to resist the temptation of consuming something, just create the idea of full impossibility to get.