Even if you carefully check price tags, buy discounted items, and avoid lower shelves, marketers still find ways to make you spend more. Let's look at the main tricks to pay attention to and how to counter them.
1. Tomorrow Will Be More Expensive
This is often seen in online and offline stores. For example, after purchasing a course or a book, you receive an email with a discount that is only valid for 24 hours. The timer and limited offer create a fear of missing out, leading to an impulsive purchase. Seasonal sales and "Black Friday" operate on the same principle.
2. Artificial Scarcity
On the website, you see: "27 people are viewing this item" or "only one left in stock." Even if the item is available in large quantities, you feel the urgency and rush to buy. Limited collections, such as makeup palettes, work on the same principle.
3. Three for the Price of Two
Promotions like "buy two cans and get the third one free" seem advantageous, but in reality, the extra item may go unused. Sometimes promotions apply to companion products that you do not need. Additionally, larger packages can sometimes be more expensive per unit.
4. Hypnotic Effect of Shopping Malls
Bright lights, music, absence of windows and clocks create sensory overload and put you in a light "trance." You lose track of time and resistance to marketing tricks. This effect, known as the Gruen effect, has been used since the 1930s to increase the time customers spend in malls.
5. Social Pressure
People tend to mimic others' purchases. Positive reviews and influencer endorsements create an artificial sense of popularity. Even understanding the advertising, you may still want to buy the product to keep up with others.
6. Free or Low-Cost Trial Period
Subscription services offer the first month for free, and then you get used to it and pay the full price. The "razor and blades" model works on the same principle: the razor is sold cheaply, while replacement blades are expensive. This applies to coffee, cameras, and much more.
7. Fear and Anxiety
Marketers exploit your anxieties. For example, the company Listerine coined the term "halitosis" to describe bad breath and created a fear of being unpopular without their product.
Bonus: How to Avoid Unnecessary Purchases
- Check the price. Sometimes "promotional" items are more expensive per gram or unit.
- Go to the store with a list. Determine in advance what you need.
- Avoid large shopping malls. If you do go, plan your route and time.
- Allocate a budget for impulse purchases. This helps avoid depriving yourself of pleasure while maintaining control over finances.
- Watch for marketing tricks. This will help distinguish real discounts from manipulations.
By following these rules, you can save money and buy only what you really need.
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