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You might think that you only buy what you need when you need it. But whether you are shopping for food, clothes or gadgets, the retailers are using the power of psychological persuasion to influence your decisions – and help you part with your cash.
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Why do shops like to move everything around? Well, it’s actually a simple answer. Changing the location of items in a store means that we, the customers, are exposed to different items as we wander around searching for the things we need or want. This ploy can often significantly increase unplanned spending, as we add additional items to our baskets – often on impulse – while spending more time in the shop.
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Studies suggest that as much as 50% of all groceries are sold because of impulsiveness – and over 87% of shoppers make impulse buys.
It is known that external shopping cues – “buy one get one free” offers, discounts and in-store promotional displays, for example – play a key role.
An appealing offer can lead to a rush of temporary delight, and this makes it harder to make a rational buying decision. We’re overcome by the perceived value of the “saving” if we buy the item in the here and now – so we ignore other considerations such as whether we really need it.
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Bundling is another technique that retailers use to trigger impulse buying.
Complementary products are packaged together as one product, with one price, which often provides a substantial discount. Game consoles, for example, are often sold together with two or three games, and grocery stores have “meal deal” bundles and even web pages dedicated to a whole range of bundle offers.
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