How shops use psychology to influence your buying decisions

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.

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.

• While these strategies can help to swell the profits of retailers, they can also contribute to problems for their customers.
• Impulse buying can undoubtedly affect a consumer’s mental wellbeing. It increases feelings of shame and guilt, which in turn can lead to anxiety, stress and depression.
• It’s potentially even more serious when buying on impulse leads to excessive buying, especially if people spend money they don’t have.