More Thoughts for Consumers

I wrote recently about how producers of food and other consumer products subtly deceive us with shrinking packages; and, in another posting ("Lie to, Deceive, Manipulate Them--They're Only the Great Unwashed Masses," January 12, 2010) about how TV "pitches" can contain a variety of deceptions.

I want to add a few things I've noticed recently. First, a little contradiction in claims: I receive mailings from a car dealer from whom I bought a car. They offer a "100+ club" that offers a discount and other benefits, saying "All Toyotas with 100,000 miles are eligible." It sounds like a good deal. I have a friend with a Toyota with an awful lot of miles on it, and I was going to show him this flyer.

Then I noticed the fine print which says "2001 or older Toyotas models only." Excuse me, but doesn't that contradict the statement about "all Toyotas"? What is one to think of that? Are they being sneaky? Well, whoever said that car dealers are honest and forthright? Even the best of them are not above some not-so-kosher tactics when they sell you a car and probably when they service it, too. I could talk about experiences of my own as both a car buyer and a service customer.

How about this: Say you are an airline, and you want to figure out a way to improve your record for flights arriving on time. Well, here is a good idea for you. Say a flight from A to B takes one hour. Well, you simply announce a scheduled arrival time of, say, 70 (or 73 or 76) minutes. Then you can arrive 10 (or 13 or 16) minutes late and still be "on time." Presto, now you're on time 98 percent of the time instead of 68 percent! I believe that some airlines are doing this because they now arrive "early" quite often. Do you think it's because of unexpected tail winds?

Do you ever pay attention to TV pitches for acne medications, weight-loss pills, or exercise devices? The ones with "before" and "after" photos? Notice that the photos are seldom really comparable. They use all sorts of subtle tricks to make the "after" image more attractive. First, the person in the "after" shot is invariably smiling. Also, the hair style (for women) is different and more flattering. The lighting is different. The pose is different. All of these little tricks are used to subtly make the "after" image more attractive, and they operate on the viewer to subliminally make her feel she will be more attractive if she buys the product.

Various tricks and deceptions, subtle and not-so-subtle, have been used for as long as there's been advertising. How much money has been extracted from the less-than-wary customer over the years since we've had mountebanks pitching snake oil? Even if you feel that government should step in and act against the more egregious perpetrators of deception upon customers, the villains will probably always keep one step ahead.

Copyright © 2011 by Richard Stein