People are rational beings, and usually before buying we weigh the pros and cons for a long time, compare prices, look for the best option. Despite this, we still fall for the tricks of sellers and are subject to impulsive decisions.
Keith Yarrow, a professor of psychology and marketing at Golden Gate University in San Francisco, has been interviewing hundreds of shoppers for 20 years in search of a vaccine against emotional shopping.
What is going on in the head of a person who has entered into a consumer rage and cannot deny himself because of an illogical "I want"?
Everyone has their weaknesses, whether it's clothes, porcelain figurines or gadgets. So during the next cleaning, you may find a couple of surprises. And when did you manage to buy a vampire hunting kit?
The fact is that during impulsive shopping, a person is influenced by signals from the environment, even if he does not suspect it. We are so used to relying on the brain that we forget about the rest of the body. And in vain, physiology significantly affects our behavior.
As long as we are confident in the rationality of our purchases and completely ignore all extraneous signals, marketers use them to their full potential.
Having crossed the threshold of the store, we find ourselves under the influence of a multi-stage campaign aimed at our feelings.
New Year's time is the hottest. While online shopping is gaining popularity, many still plan to visit shopping malls. If you don't want to become a victim of another impulse, you need to know how the body reacts to the buying process.
Christmas holidays are a lot of green and red shades. How do they affect our perception?
Red color stimulates and energizes. And this applies not only to mood, but also to expenses. Psychologist Nicolas Gegen found that waiters in red clothes receive 25% more tips.
Kissmetrics specialists study the factors influencing the behavior of buyers. They found out that green is associated with peace and health. This color creates a relaxing atmosphere that disposes to positive decisions, and therefore to shopping.
Smells affect the emotional centers of the brain, have the ability to revive memories and influence mood. It is logical to assume that the "right" fragrance can affect perception and make you buy more.
The traditional aroma of New Year holidays, the smell of pine needles, plunges us into a state of happy nostalgia. A well-chosen mix helps to awaken the New Year's Eve consumer thirst.
If you have ever tried to watch a movie without sound, you should understand how the auditory component includes emotions. Classic festive compositions cheer up and sing in our ear: "It's time to buy gifts!"
Nostalgia shows our past in a better light. For example, many people associate the New Year with childhood. Music lifts the layers of memory, and we rush to sweep away traditional paraphernalia from the shelves in order to regain a sense of security.
There are a lot of people in the shops during the holidays. Everyone is trying to find a better offer. We join the race, the body reacts and accelerates the pulse. Competition and fuss put pressure on, interfere with deliberate decision-making. As a result, we pay for what comes to hand first.
In the New Year's madness, the main thing is to have time to grab, otherwise you can be left with nothing. Only then, after taking a deep breath, we begin to regret the purchase. The ability to make meaningful actions decreases sharply as soon as the heart starts pounding — panic comes. This can be used competently. Everyone knows the tricks of sellers: "the last day of discounts", "the offer is limited".
We often buy those things that we could touch. People pay more attention to the center of the shelves, so store employees try to put there what needs to be sold sooner. Next in importance are the places to the right of the center. Most people are right—handed, and they will take goods from the right first.
Enjoy New Year's nostalgia, charming music, the smells of pine needles, mint and cinnamon. But be on your guard. It is better to leave the craving for competitions at home altogether. Otherwise, you risk finding yourself with a huge number of unnecessary purchases and an empty wallet.
