This principle can be an effective tool for marketing but it is not a principle I would recommend you practice. I think it is underhanded but it is still a component of persuasion so use it at your own risk.
Basically it is an example of Newtons Law: A body in motion stays in motion. Once we have made a commitment toward a course of action, we are likely to see it through, even if the terms have changed.
For instance, If I told you that I was offering a course on technical writing and I could guarantee that you would have more clients as a result. The price is a little steep at 500$, so you decide to go home and think about it. I tell you that it is fine since we have many seats available.
When you have thought about it, decided it was a good idea and freed up the money to spend, you come back to sign up. Now I tell you the class is full except for one last seat and another person has reserved it. I would have to ask for 600$ to make it available to you instead. You are much more likely to go ahead and pay the money because you have already rationalized the expenditure and the difference is not that great.
You may think that this would not work on you and maybe it wouldn’t but there is a reason why “bait and switch” is against the law. It is based on the same principle. If you employ this tactic you have to be careful because if you ask for too much after they have made the commitment, you will lose the sale.
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