Too Good to Be True: Why Customers Fear Your Best Deals
Published: November 10th, 2024.
We’ve all seen those offers that sound too good to be true—heavy discounts or a job that pays way more than usual. And sure, on paper, it seems like an obvious win. But in reality? People don’t always jump at these offers; recent research has uncovered why. In a study, participants were likelier to take a free cookie than one with a cash offer. When a little extra incentive was added, it made people more suspicious, as if there was something hidden behind the deal.
This instinctive distrust likely comes from a deeper part of our psychology. It’s not just about economics; it's about survival. Over time, humans have developed a finely tuned radar for deals that feel too generous because, in many situations, they often come with a hidden cost or catch. From a young age, we learn to be skeptical of the "too good to be true" offers that could land us in trouble. Whether it's a shady email offer or a suspiciously cheap deal online, most have had experiences reinforcing this wariness. And this isn't exclusive to a single culture or country—people across the globe, despite having different economic systems, tend to feel the same way.
Businesses often find themselves baffled when customers reject what they think is a great deal. After all, who wouldn't want extra money with a cookie or a wage higher than the average? The reality, however, is that customers are looking for hidden motives behind these sweet deals. It's almost like a reflex: the better the offer, the more they start imagining a catch—poisoned cookies, shady job conditions, or something that will cost them.
However, businesses need to realize that paranoia isn't just some random psychological quirk; it's an adaptive behavior that has kept people safe over time. For centuries, humans have had to be wary of deals that seemed "too good" because they often masked risks—whether they were being manipulated, falling into debt, or facing some unseen consequence. Even though these dangers aren’t as prominent today, our brains haven’t fully let go of that reflex.
So, what can businesses do to overcome this reluctance? The key is transparency. If you're offering a big discount or an unusually high wage, provide a reason. It's not just about presenting a deal; it's about explaining why it is what it is. Instead of simply slapping a “holiday sale” sticker on your product, explain the “why”—whether it’s the end of the season or you're clearing out inventory to make space for new stock. When people can rationalize the deal, they stop assuming that there’s something they don’t know.
For employers offering a big salary, clarify why the pay is so high. Is it a performance-based increase, or is the job more demanding than average? Transparency helps remove the veil of suspicion, allowing the offer to be perceived as fair and legitimate rather than as something that may come with hidden costs.
This idea isn't just limited to consumer purchases or salary offers either. It applies to all situations in life where a "free lunch" might feel like a trap. The more we understand that our instincts are trying to protect us from the hidden costs of generosity, the easier it is to see why people hesitate. If you're offering something that seems amazing, remember that it’s not just the offer that matters—the trust you build around it. Offer context, show the reasons behind the deal, and maybe, just maybe, you'll see more people take you up on that cookie.