Do you ever get sucked into buying something because you get a free gift with it if you do? It might be two for the price of one, it might be a free scarf or even sunglasses with a magazine.
But what about signing up for a credit card, where you don’t have to pay an annual fee, you get a free gift, which may be worth a couple of hundred dollars, but you have no intention of keeping the credit card. You simply want the free gift for signing up.
Is that wrong?
You meet all the criteria, you read and are happy with the fine print. You receive your free gift, you receive your credit card, but here’s the dilemma - you don’t use it. In fact, you signed up with NO intention, really, of using it. You might even cut the card up.
• It could be argued the company is gaining from you anyway – by you handing over your personal details which they might use for future marketing appeals.
• But would you do it to a friend’s business? A family-run business? Does it make any difference whether the company is a large multinational or a small family-run affair?
• Are you being a savvy consumer... or simply greedy?
• If you’re not breaking any rules, why not take advantage of it?
Now it's time for you say!
Comments (2)
As a Marketing Manager I have no problem with people signing up for credit cards they never intend to use just to receive a free gift - it is a cost of marketing. Just like media advertising and direct mail you will expect to 'miss' a lot of your market, but ultimately you do it to create awareness with something that is meaningful to them.
I don't believe any business should see the practice of people taking advantage of offers without giving anything in return as being unethical. But I do belive individuals should stop and consider how it sits in their own hearts and not go against their own conscience if they are uncomfortable.
Posted by Kim | February 12, 2007 11:09 AM
Posted on February 12, 2007 11:09
This reminds me of recent comments in the media regarding the sportsmanly practice of "walking" when a batsman know they are out. Mike Hussey argues that the umpires are there to judge if a batsman is out, and he is entitled to stay at the crease unless given out. He is technically correct. The laws of the game allow him to do so. However, the good sportsman would graciously "walk", knowing he was out. Gilchrist did in a crucial moment in the last World Cup series. Gilchrist wasn't bound by anything except his own good conscience. It was the ethical response.
Like your example with the credit card, the laws, terms and conditions clearly state that you are within the law if you sign up for the credit card, receive your free gift and cancel the credit card without spending a cent. However, it would not be the ethical thing to do. It is misleading conduct - we give the company involved the impression that we are intending to use their services, when you have no intention to do so. The fact that the company is a multi-national company does not change the fact...
Posted by Liz | February 6, 2007 9:20 PM
Posted on February 6, 2007 21:20