I recently went through an experience that put my rational mind under a scanner. After a tiring session of shopping for clothes, I stood in the queue to pay for the stuff that my family had finally decided to buy. I always hate the process of selecting clothes in the shopping malls – more so when my family’s doing it than me. I just can’t fathom the sheer number of parameters my wife, my daughter and my sister together can cobble up while deciding a piece of cloth to be selected (to be frank, rejected seems to be more apt). Anyway, it is a battle that I have lost many occasions over years – so moving on.
The billing process that follows isn’t painless either. I am always bombarded with so many questions.
“Do you have membership? Why not? There are no many benefits like blah.. blah.. Why won’t you become a member?” “Which card do you have? Why don’t you pay this way rather than that?” “Would you need a shopping bag? 1 Large? Or 2 medium?”
It’s an unending sequence of dreadful moments till I leave the shopping mall. But this time it ended in slightly different manner. I was offered an offer which am convinced now must have been part of some psychological study. The lady behind the billing counter explained it to me somewhat like this (emphasis her and mine).
“Sir, you made a purchase worth a specific, nontrivial amount, so you stand a chance to win an assured gift. This is not a lucky draw, you will win some gift1 for sure. All you have to do is pay a significant amount. That will make you eligible (wasn’t I already?) for this assured gift. And the cost of the cheapest assured gift is twice as higher than the price you pay (how can I verify). So, of course, I should include that, right?”
So, in short, it is pay (over and above what you have already paid for the shopping) to win assuredly? Like what you would do in a casino – but with some surety angle? Why not just have an aisle full of assured gift cards? Why link it to billing? I couldn’t help but think it had to do with the fact that my abilities to think rationally are depleted due to the exhaustion from the decisions made earlier during shopping. And my mind is at my most vulnerable state.
With the pressure from the people queued behind me growing, I nervously said yes. But within seconds, pushed by the pressure from my rational mind, I said no. I wasn’t ready to undergo the scrutiny of my thoughts.
The gifts included bedrolls, luggages, some OLED television set, bikes and even car.↩