| u can get someone to mentally commit to a product | | | | you about the air conditioner or some other feature |
| or a decision, he is likely to remain committed even | | | | found in your car. You pay the extra $200 anyway |
| after the terms and conditions change. This is why | | | | because you're mentally committed to that car, and |
| when stores, for example, advertise very low prices | | | | you don't want to go through the whole hassle and |
| on a television set, they include in small print, | | | | headache of trying to renegotiate the deal. |
| "Quantities Limited." By the time you get to the | | | | Often car dealers promise an incredible price, even a |
| store, all the bargain televisions are sold, but you are | | | | few hundred dollars below a competitor's price, all the |
| mentally committed to buying a new TV. Luckily for | | | | while knowing it's not actually going to go through. |
| you, there are more expensive models available. So, | | | | The deal is offered only to motivate the buyer to |
| you go home having spent $300 more on a television | | | | purchase from their dealership. Once the customer |
| set than you originally planned, just because you | | | | decides to buy, the dealer sets up several conditions, |
| needed to maintain a consistency between your | | | | each of them causing the customer to feel |
| desire for a new TV and your action of being in the | | | | increasingly committed before finding out the real |
| store. | | | | price: lengthy forms are filled out, great lengths are |
| This tactic is also often used when goods and | | | | taken to set up specific financing terms, the |
| products go on sale. For example, a customer may | | | | customer is encouraged to take the car home and |
| be lured to a store by an incredible deal on a pair of | | | | drive it to work, to run errands, to cruise the |
| nice dress shoes. Upon inquiring, the disappointed | | | | neighborhood. The dealer knows that while the |
| customer learns from the salesperson that her size is | | | | customer is out joy riding, she is thinking of all the |
| not in stock. Just as the customer is about to leave, | | | | many reasons their purchase is justified |
| the salesperson miraculously displays another strikingly | | | | These tactics are even used when high school |
| similar pair--but this pair is not on sale. | | | | students and their parents are narrowing down the |
| Think of a time when you purchased a new car. | | | | colleges they should attend. Just like car dealers, |
| Have you ever noticed that when you're about to | | | | colleges often give a low estimate on your costs, |
| sign the contract the price is $200 more than you | | | | and it's not until after you've signed up and registered |
| expected? Well, someone conveniently forgot to tell | | | | that you discover your actual costs. |