I’m not sure this has a close, direct relationship with psychology, but as a consumer in this crazy American society we live in, I feel compelled to participate in my fair share of purchasing stuff. Some stuff I need, some stuff I don’t. I figure I’m a fairly average and normal consumer.

Recently, however, I’ve begun to suspect that there’s something of a scam going on against consumers. Best Buy, Circuit City and others herald prices in their Sunday circulars for consumer electronic goods. A closer look at those wonderful prices often shows they come with a small catch — you have to send in a rebate form and meet the conditions of the rebate.

One Sunday I saw a very good price on an item I wanted to purchase. I bought it, according to the rebate advertised, at the higher price, and within a week’s time sent in the materials necessary to receive the rebate. A few weeks later I get a letter from Circuit City (the particular retailer I purchased this item from). It says, sorry, no rebate, for “Invalid Purchase Date.” Huh? I saw the price advertised in the sale circular and purchased it based upon the sale price for the item. There’s no way it wasn’t within the purchase date the item was good for.

The problem is, they want a response for me to “submit the missing information.” How can I submit proof that this rebate should be honored, as the purchase fell within the rebate dates specified? I know, I should’ve made photocopies of everything I sent in, but like many consumers, I don’t usually do that — and didn’t do it for this one.

I love consumerism, but I recognize rebates for what they are — a barrier to receiving the advertised price for a good on sale. Even when you follow the directions, you have no guarantee of ever seeing your money.

Dr. John Grohol is the CEO and founder of Psych Central. He is an author, researcher and expert in mental health online, and has been writing about online behavior, mental health and psychology issues -- as well as the intersection of technology and human behavior -- since 1992. Dr. Grohol sits on the editorial board of the journal Cyberpsychology, Behavior and Social Networking and is a founding board member and treasurer of the Society for Participatory Medicine.

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    Last reviewed: By John M. Grohol, Psy.D. on 1 Jul 2006
    Published on PsychCentral.com. All rights reserved.