14/09/2025
ZAMBIA DAILY MAIL NEWSPAPER SATURDAY EDITION
The Psychology Behind "Too Good to Be True" Deals
By now I am confident that we have all seen those eye-catching offers that make us stop scrolling or take a second look. “Buy one, get one free!” “Limited time offer!” “Only a few left!” They scream at us from billboards, social media, and market stalls, promising unbelievable value. But how many of these deals are truly as good as they seem? The truth is, many of these offers are carefully designed to play tricks on our minds, making us feel like we’re winning when we might actually be overpaying.
Let’s break it down with a simple example. Imagine a car dealer advertises a Toyota Vitz for K225,000 and throws in a “free” Honda Fit. At first glance, it sounds like a steal, two cars for the price of one! But if you did the math, you would realize that importing both cars yourself (or even buying locally) could cost you less than the advertised “special price.” The so-called “free” car isn’t really free, its cost is hidden in the inflated price of the first car. This tactic is called price anchoring, where sellers make us focus on the “discount” rather than the actual value.
This isn’t just about cars. The same tricks appear everywhere including supermarkets, phone deals, even household goods. A “buy one, get one free” offer on cooking oil might seem like a bargain, but if you check the unit price, you could find that buying two separately is cheaper. Retailers know that our brains love shortcuts. When we see the word “FREE,” we often stop thinking critically and jump at the offer without checking the real cost.
Another common trick is scarcity and urgency. “Only 3 left in stock!” “Offer ends today!” These messages create fear of missing out (FOMO), pushing us to buy quickly before we lose the chance. But how often is that scarcity real? Sometimes, the same “limited” deal reappears week after week. The goal is to make us act fast, bypassing our usual careful thinking.
Then there’s social proof in which they claim that the “87 people are viewing this” or “50 bought today” notifications. These messages make us think, “If so many others are buying, it must be a good deal!” But what if those numbers are exaggerated? What if the “rush” is just an illusion to pressure us into joining the crowd?
So why do we keep falling for these tricks? Because they tap into deep psychological habits. We’re wired to seek rewards, avoid losses, and follow the crowd. Marketers know this and use it to their advantage. But awareness is the first step to smarter spending.
Here’s how to protect yourself:
1. Do the math: Before jumping on a “free” offer, calculate the actual cost per item.
2. Question urgency: If a deal disappears today, will a better one appear tomorrow?
3. Check reviews: Are others really buying, or is it just hype?
4. Sleep on it: Avoid impulse buys. Give yourself time to think.
At the end of the day, the best deals aren’t always the loudest ones. Real value comes from knowing what you’re really paying, and what you’re really getting. The next time you see a “too good to be true” offer, pause, think, and ask yourself, "Is this really a win, or just clever marketing?"
The more we understand these tricks, the harder it becomes for sellers to fool us. And that’s a deal worth taking.
By Darius Chama - Psychologist, Grief-Trauma Therapist & Addiction Recovery Coach
