Consumers generally try to expend as little brain power as necessary before and while shopping. For example, most of us would easily be swayed into buying a particular product after seeing the word "Sale" slapped on the price tag. But did you know that retailers generally mark up the price so much to begin that you're not getting much of a deal at all?
Thanks to advertising, we've come to associate words like "sale" and "discount" with must-have products. Unfortunately, very few of us actually take the time to tally everything up en route to the cash register and determine whether we're truly scoring a bargain.
Marketers know that unless they can lead you to think you're getting a deal, they'll likely have a hard time getting you to open that wallet.
Marketing is all about psychology. More specifically, marketing is all about perception. You don't need to be getting a spectacular deal -- you just need to think you are.
Even as someone who graduated with degrees in marketing and psychology and currently works in the marketing department at a well-respected travel firm, I fall prey to this sneaky stratagem on occcasion. For example, I recently tried taking advantage of a deal in which I supposedly saved by buying multiple items rather than just one.
When I went home and did the math, I then realized that simply buying one container (which is all I really needed) would have turned out considerably cheaper.
Buying in bulk may sometimes be more affordable -- say, at stores like BJ's -- but oftentimes it's a way for you to buy more product -- and thus spend more cash -- than you would have otherwise done.
My psychology professor once told me that human beings are "cognitive misers" because they try to avoid using their minds at whatever cost. I think he was on to something!
As a consumer, do you consider yourself lazy at times?
Thanks to advertising, we've come to associate words like "sale" and "discount" with must-have products. Unfortunately, very few of us actually take the time to tally everything up en route to the cash register and determine whether we're truly scoring a bargain.
Marketers know that unless they can lead you to think you're getting a deal, they'll likely have a hard time getting you to open that wallet.
Marketing is all about psychology. More specifically, marketing is all about perception. You don't need to be getting a spectacular deal -- you just need to think you are.
Even as someone who graduated with degrees in marketing and psychology and currently works in the marketing department at a well-respected travel firm, I fall prey to this sneaky stratagem on occcasion. For example, I recently tried taking advantage of a deal in which I supposedly saved by buying multiple items rather than just one.
When I went home and did the math, I then realized that simply buying one container (which is all I really needed) would have turned out considerably cheaper.
Buying in bulk may sometimes be more affordable -- say, at stores like BJ's -- but oftentimes it's a way for you to buy more product -- and thus spend more cash -- than you would have otherwise done.
My psychology professor once told me that human beings are "cognitive misers" because they try to avoid using their minds at whatever cost. I think he was on to something!
As a consumer, do you consider yourself lazy at times?
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