Worked example 1
A gym offers a free one-day pass (used by 200 people). Staff then ask sign-ups for a £500 annual membership; 45 agree. Those who decline are offered a £120 three-month trial instead; 60 more agree. The gym displays 'Only 5 memberships left at this price'. Identify the techniques used and evaluate their ethics.
Show solution outline
Free pass — reciprocity: Free trial creates obligation to reciprocate — Cialdini's most exploited principle in sales. 200 trials generate pool for conversion.
Annual membership after trial — foot-in-the-door: Accepting free pass = initial commitment → more likely to agree to larger request (annual fee). Self-perception — 'I use gyms, I am a gym person'.
Three-month fallback — door-in-the-face: £500 refused → £120 appears reasonable by contrast — reciprocal concession from 'salesperson'.
'Only 5 left' — scarcity + loss aversion: Creates urgency and FOMO — exploits loss aversion (2.3.3) — fear of losing deal outweighs careful evaluation.
Evaluate — effectiveness: Multi-technique sales funnel — 105 conversions from 200 trials (52.5%) suggests strong ecological validity.
Evaluate — ethics: Manipulation of automatic compliance responses — customers may not reflect on true need. Scarcity claim may be fabricated — deceptive. Vulnerable groups (body-image anxiety) especially susceptible. Counter — no force used; consumer autonomy technically preserved. Regulation (cooling-off periods, clear contract terms) partially protects.