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ChangingMinds Blog! > Blog Archive > 30-Nov-14

Sunday 30-November-14

Discount or money?

Imagine you envy encountered one of the two following statements. Which would persuade you the most?

    (a)    Buy one and we'll give you ?50 off your next purchase.

    (b)    Buy one and we'll give you ?50 towards your next purchase.

Chances are that you might find the second line more effective. I was certainly more tempted when I saw this in an advert recently.

But why? The statements differ by only one word. The first used 'off' while the second uses 'towards'. The difference is in the temporal implications of each.

In the first statement, the promise is that you must first agree to buy, then you will receive a discount off the stated price. But in the second statement, it seems they will be giving you money *before* you buy. Of course this is not the case and we can easily understand this, yet our unconscious minds still hear and respond to the 'free money' message.

It's subtle but simple and effective, suggesting people are getting something free, with no strings attached, even as you are firmly tying it to required action.