When Discounts Deceive – The Lurking of Dark Patterns
- Brainz Magazine
- Oct 21
- 7 min read
Matching Leanne’s impressive qualifications, which include medical and business degrees from Harvard, are her energy, humor, and keen insight. Dr. Leanne Elich is an award-winning Sales Psychology and Business Strategist, author, speaker, and one of Australasia's most successful Technology Business Executives.
Discounts can be enticing, but not all of them are what they seem. In the world of consumer behavior, dark patterns, psychological tricks designed to influence our decisions, are often at play. These subtle manipulations, whether through misleading sales signs or hidden fees, exploit our natural tendencies and make us feel like we're getting a deal when we may not be. In this article, we’ll explore how dark patterns work, their impact on consumer trust, and how businesses can choose a more ethical approach to influence decisions.
Everyday choices, hidden traps
Most of us have experienced the small thrill of spotting a discount sign in a store. A bright tag announces a “special deal,” and suddenly the decision feels easier. Without hesitation, the product goes into the basket. After all, why miss out on a bargain?
But sometimes, the so-called bargain isn’t a bargain at all. Prices may remain unchanged, while clever signage creates the illusion of savings. These subtle strategies reveal a bigger story about how businesses influence behaviour through design and psychology.
The tools being used are known as dark patterns. They are carefully crafted techniques that steer choices in ways people may not fully realise. While they may appear harmless, their impact on decision-making and consumer trust is profound.
To understand why dark patterns work so effectively and how leaders can choose to use psychology in more ethical ways, we need to look closely at the brain, behaviour, and the fine line between influence and manipulation.
What exactly are dark patterns?
Dark patterns are not accidents. They are deliberate choices in design, marketing, or communication intended to push people toward an outcome that benefits the business, often at the expense of the customer.
In physical retail, they take the form of oversized discount labels that draw attention away from the actual price. In digital spaces, they may show up as endless subscription loops, fake countdown timers, or unclear cancellation buttons.
At their core, dark patterns rely on exploiting natural human tendencies. They work because our brains are wired to take shortcuts when making decisions. These shortcuts, known as cognitive heuristics, save time and mental effort but can leave us vulnerable to deception.
Not all influence is unethical. Persuasive design, when combined with transparency, can help people make informed and confident choices. The problem arises when persuasion becomes manipulation, when the design hides the truth rather than clarifying it.
Why the brain falls for deceptive discounts
Understanding why dark patterns succeed requires stepping into the psychology of decision-making. Several well-documented cognitive processes explain why discount tags and urgency cues so easily override rational thought.
Loss aversion
People experience the pain of losing something more intensely than the pleasure of gaining the same thing. Missing out on a discount feels like a loss, even if the discount is not genuine.
The simple act of labelling an item as “on sale” activates this powerful emotional response, creating pressure to buy now rather than risk regret later.
Anchoring
The first price we encounter acts as a reference point. If a product is presented as “reduced” from a higher amount, our perception of value is shaped by that original figure, regardless of whether it was ever the true selling price. Anchoring narrows our judgment, making the discounted price appear more attractive than it really is.
Scarcity and urgency
Messages such as “limited stock” or “offer ends today” spark a sense of scarcity. From an evolutionary perspective, scarce resources signalled survival, so our brains remain finely tuned to react strongly when something might run out. In modern shopping environments, this translates to making rushed decisions without a thorough evaluation.
Confirmation bias
Once we believe we are getting a good deal, we unconsciously seek evidence to confirm it. A brightly coloured tag or a store announcement can be enough to reinforce our assumption. Instead of questioning whether the price has truly changed, we focus on enjoying the feeling of saving.
These biases are not flaws in thinking, they are natural human tendencies. Dark patterns exploit them, transforming everyday shopping into a carefully orchestrated psychological performance.
The everyday face of dark patterns
While pharmacies provide a clear example, dark patterns are woven through countless aspects of consumer life.
In supermarkets, multi-buy offers often cost more than buying items individually, yet the word “deal” draws people in. In fashion retail, inflated original prices result in dramatic-looking markdowns that fail to accurately reflect reality. Online travel sites use pop-ups that announce how many people are viewing the same hotel room, nudging users to act with urgency. Subscription services hide cancellation options in confusing menus, hoping customers will give up before finding the exit.
Each of these practices thrives on the same principle, presenting information in a way that favours the business, not the consumer. The result is erosion of trust.
Shoppers begin to question whether any deal is genuine, and loyal customers risk turning into sceptics.
The ethical dilemma for businesses
From a business perspective, the temptation to use dark patterns is easy to understand. They deliver results. Sales rise, conversion rates improve, and short-term revenue targets are met. Once one competitor employs these tactics, others often follow to remain competitive.
Yet, what is gained in the short term can be lost in the long run. Customers who discover they have been misled rarely forget the experience. The memory of deception lingers, damaging brand reputation and customer loyalty. Trust, once broken, is extremely difficult to rebuild.
The ethical question is therefore central. Should businesses exploit psychological tendencies for immediate gain, or should they harness behavioural insights to create value that strengthens relationships? The first approach may boost numbers today, but the second builds resilience and credibility for years to come.
The neuroscience of trust and manipulation
Trust is not just a social construct, it has biological underpinnings. Studies in neuroscience show that trust activates reward pathways in the brain. When customers believe a business is honest, dopamine is released, reinforcing positive associations with the brand.
Deception, by contrast, triggers threat responses. The amygdala becomes active, heightening caution and reducing willingness to engage. This explains why consumers who feel tricked often disengage completely, even when they are later offered genuine deals.
For leaders, the message is clear. Manipulation may activate short-term buying behaviour, but it simultaneously undermines the neurological basis for long-term loyalty. By understanding the brain’s reward and threat systems, businesses can see why ethical influence is not only the right choice but also the more sustainable one.
Lessons for business leaders
Leaders who want to use psychology responsibly can adopt practices that respect the customer while still encouraging action.
Be transparent with pricing. Make discounts genuine and easy to understand. When customers see honesty, they reward it with repeat purchases.
Reframe value without deception. Instead of creating fake urgency, highlight real benefits. Show how a product solves a problem, improves life, or delivers lasting quality.
Encourage informed decision-making. Provide clear comparisons, unit pricing, and straightforward explanations. Empowered customers feel respected and are more likely to return.
Build loyalty through consistency. When promises match reality, the brain’s trust circuits strengthen. Over time, this creates a loyal base that is far more valuable than any short-term sales spike.
Leverage behavioural science ethically. Understanding biases does not mean exploiting them, it means recognising and addressing them. Instead, use the knowledge to remove friction, simplify choices, and make purchasing less stressful.
Practical steps for consumers
Awareness is the first line of defence against dark patterns. When shoppers recognise the cues, they can step back and reassess.
Pause before reacting. Urgency is often manufactured. Taking a moment to breathe and think restores rational control.
Check the details. Look beyond the large tags to compare actual prices. Small print often reveals the truth.
Question scarcity. If a deal seems too urgent, consider whether the resource is genuinely limited or if it is simply being framed that way.
Reflect on needs, not cues. Ask whether you would buy the product without the discount sign. If the answer is no, the purchase may be driven more by manipulation than by value.
Final thoughts: Choosing the light side of influence
Dark patterns reveal a powerful truth. Human decisions are profoundly shaped by design and psychology. Every bright tag, urgent message, or tricky interface taps into ancient survival instincts, turning rational shoppers into impulsive buyers.
But just because these tools exist does not mean they must be used in manipulative ways. Businesses face a choice. They can continue down the path of short-term gains built on deception, or they can embrace transparency, trust, and ethical influence. The first may deliver immediate results, but the second creates sustainable success, stronger customer relationships, and a brand that thrives on respect.
For leaders, the challenge is clear. Use the insights of psychology not to deceive, but to empower. Influence can be a force for good when it helps people make choices aligned with their values and needs. That is how businesses grow with integrity, how customers remain loyal, and how influence itself becomes a tool for lasting change.
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Read more from Dr. Leanne Elich
Dr. Leanne Elich, Business Psychology Strategist
Matching Leanne’s impressive qualifications, which include medical and business degrees from Harvard, are her energy, humour, and keen insight. Dr. Leanne Elich is an award-winning Sales Psychology and Business Strategist, author, speaker, and one of Australasia's most successful Technology Business Executives. Leanne is a pioneering thought leader and sought-after expert in psychology and neuroscience applied to business. She works with companies to empower their ability to ethically influence consumer behaviour. With a PhD in Cognitive Neuropsychology and a catalogue of publications, Leanne was awarded the 2023 Top 20 Women in Business. Her mission is changing business, one brain at a time.
