THE DARK SIDE OF DISCOUNTS: HOW "SALES" ARE MANIPULATING YOUR WALLET

ABSTRACT

This article examines the hidden mechanisms behind retail discounts and sales, arguing that they are sophisticated tools of psychological manipulation rather than genuine consumer benefits. It deconstructs how retailers exploit cognitive biases, such as the anchoring effect—where a crossed-out original price creates an illusion of significant saving—and the Fear Of Missing Out (FOMO), triggered by time-limited offers. The piece further reveals strategies like decoy pricing, which distorts rational choice, and loyalty programs that foster a false sense of exclusivity. It highlights how tactics like free shipping thresholds and large-scale sale events like Black Friday are designed to encourage impulsive spending and increase average purchase values. Ultimately, the article concludes that the modern discount system aims to subvert rational decision-making, turning consumers into targets for revenue extraction. It advocates for heightened consumer awareness and critical self-questioning as essential defences against these pervasive marketing strategies.

Keywords: consumer awareness, retail psychology, price deception, psychological manipulation, marketing tactics, consumer behavior, anchor pricing, decoy effect, Fear of Missing Out (FOMO), artificial scarcity, impulse buying, overconsumption, Black Friday, loyalty programs.

In today's consumer society, it's really hard to imagine life without discounts, promotions, and sales. Bright yellow and red price tags, promises to save "up to 50%, 70%, and sometimes up to 90%" and time-limited offers have become an integral part of our lives. We used to perceive them as some kind of good deed on the part of retailers, on dates that are already so "significant" to us, some form of concern for our budget, an opportunity to purchase what we want at a more attractive price. However, behind this beautiful wrapper of generosity lies a complex and thoughtful system of psychological and economic mechanisms, the main purpose of which is not to save our money, but to force us to spend it more and more often [1]. The true nature of discounts turns out to be much more gloomy and manipulative, turning the buyer from a rational subject into an object of subtle and often ruthless influence [2].

The fundamental basis on which all discount manipulations are based is the psychology of value perception and lost profits. The human brain in the process of evolution is not adapted for an instant and objective assessment of the value of goods in monetary terms. Instead, we rely on mental shortcuts - heuristics [3]. This is a very multifaceted and interesting psychological and philosophical topic. One of the most powerful shortcuts in this topic is the so-called "anchor effect" [4]. The original, crossed-out price on the price tag serves as just such an anchor. It creates a reference point in our minds, relative to which we evaluate the discount offered. When our brain sees an item with a price of 10,000 rubles crossed out and replaced with 5,000, it interprets this not just as an opportunity to buy an item for 5,000, but as an opportunity to save 5,000 [4]. By itself, saving becomes a commodity, a source of positive emotions, sometimes even more desirable than the object of purchase itself. We are buying not so much a product as a pleasant feeling of our own insight and luck [2]. This emotional outburst overshadows rational analysis: do we need this subject at all? Was his original price fair? Would we be willing to pay 5,000 rubles for it if we hadn't seen the crossed-out figure? Most often, the answer is no, but blinded by the imaginary benefit, we make a purchase.

The fear of lost profits, known in psychology as FOMO, is inextricably linked to the anchor. This is more often referred to as lost profit syndrome [3].  Time limits - "the promotion is valid for only 3 days", or quantity - "only 2 pieces left" - are the most powerful trigger that makes us act impulsively [1]. At such moments, an ancient instinct related to a shortage of resources is activated. Logical thinking turns off, giving way to excitement and the desire not to lose. We are afraid that tomorrow the price will return to its previous level, and we will miss a unique chance. This fear is so strong that it makes us ignore even the obvious facts. For example, seasonal sales such as Black Friday have long turned into a carefully planned spectacle, and you can really call this date that. Numerous studies and checks show that not all discounts during this period are real. Retailers often artificially inflate prices a few weeks before an event in order to loudly announce "grandiose" discounts that actually return the cost of the product to its usual, and sometimes higher, level [2]. However, the hype created in the media and social networks, the atmosphere of a general buying frenzy, make us doubt our own common sense and succumb to the general flow.

In addition to manipulating price perception, there are more sophisticated tactics based on distorting the decision-making process itself. A classic example is the "bait" strategy [5]. Let's say a customer chooses between two TV models: a basic one for 40,000 rubles and an advanced one for 80,000. The price difference seems huge, and most will probably lean towards the cheaper model. However, if the retailer adds a third option - the "flagship" model for 90,000 rubles, which is only slightly better than the model for 80,000, then the consumer's choice will magically shift. Now the 80,000-ruble model looks like the "golden mean", a reasonable compromise between economy and quality [5]. By itself, the 90,000 model can be unprofitable and almost not bought by anyone, its task is to serve as a bait that makes another, more expensive option, psychologically more attractive. Thus, discounts and price offers are built into a complex choice architecture, where our decision is not free and independent, but is predetermined by the alternatives that are given to us.

Another insidious tool is to create the illusion of exclusivity and membership in a closed club. Loyalty programs, personal discounts, "closed" sales for cardholders - all this creates a false sense of special status for the buyer [3]. Marketers are well aware that a person who feels chosen is much more loyal and less critical. He tends to overestimate the value of the "exclusive" conditions offered to him and spend more to justify his status. Moreover, the very process of accumulating points or reaching a new "level" in the loyalty program operates on the principle of ludomania - gambling. We receive small but regular amounts of dopamine when we see bonuses coming into our virtual account. This pushes us to make new purchases in order to get closer to our cherished goal - the next discount or gift [4]. As a result, we buy not because of a real need, but in order to "level up" in a game whose rules are not written in our favor.

The strategy of using the "free shipping threshold" deserves special attention. Realizing that the delivery fee is a psychological barrier for the buyer, retailers set a conditional limit, for example, "free shipping from 3,000 rubles." Once in the process of placing an order for 2,500 rubles, the consumer is faced with a dilemma: pay 500 rubles extra for delivery or add 500 rubles to the basket of goods and receive delivery "for free". The vast majority choose the second option, as the brain interprets it as more profitable, despite the fact that in fact we spend more than planned [1, 4]. We begin to feverishly search the catalog for any suitable product, often completely unnecessary, just to step over the cherished milestone. As a result, the retailer not only sells additional goods, but also increases the average receipt, and the buyer is left with a couple of unnecessary items, often purchased at an inflated price, because the real cost of delivery was already included in the seller's margin.

All of these tactics culminate in large-scale sales events, such as the aforementioned "Black Friday" or "Cyber Monday." They are not just a period of price reduction, but full-fledged social rituals. A few weeks before the launch, powerful information preparation begins: shopping guides are published, ratings of the most anticipated discounts are compiled, bloggers and the media create an atmosphere of anticipation and excitement. The buyer plunges into a special state when the purchase itself becomes an entertainment, a sport, a way of self-affirmation. In such an environment, spending money is perceived not as an expense, but as an achievement. Queues at stores, online battles for limited goods, bragging about successful purchases on social networks - all this is part of the performance, where we play the role of gambling hunters for profit [2, 4]. In fact, we play the role of a herd that is driven into a pen, skillfully controlling our instincts and emotions. In the heat of this race, the line between desire and necessity is blurred. We buy things we don't need with money we probably don't have to impress people we don't care about.

In conclusion, the following conclusions can be drawn: the modern system of discounts and sales is a high-tech manipulation tool based on a deep knowledge of cognitive distortions and behavioral patterns of a person. From the anchor effect and fear of lost profits to complex price traps and creating the illusion of exclusivity, this entire arsenal is aimed at one thing: subjugating our minds and emptying our wallet. Understanding these mechanisms is the first and most important step towards protecting against them. Resistance does not require a complete abandonment of purchases, but the development of consumer awareness. Before succumbing to the temptation of a bright price tag, it's worth asking yourself simple but important questions: "Would I buy this thing if it didn't have a discount?", "Does its price match my real financial capabilities and needs?", "Isn't this "burning" promotion just a well-planned a plan?". Only by regaining the role of a rational subject capable of critical thinking can we turn from puppets in the hands of marketers into the real masters of our wallet and our financial destiny. In a world where we are constantly tempted to spend, the real luxury and freedom lies not in owning an unnecessary item at a discount, but in the ability to consciously ignore this discount.

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