Surely you have already seen various videos from stores that periodically organize days of big discounts and seasonal sales, where thousands of people burst into the shopping space and demolish everything and everyone in their path in order to purchase "vital" goods. This is certainly beneficial for stores, especially if they manage to interest a person with bright signs and carefully selected music, at the same time promising incredible benefits for the buyer. At the same time, such offers often turn out to be expensive and not at all profitable. How do red price tags affect the human brain? Let's try to figure it out in this article.
How do sales work ?
The upcoming holidays always make a person think about gifts, various decorations, about updating wardrobe, new technology and travel. And, of course, marketers and manufacturers of goods take advantage of this, arranging incredible days of discounts and promotions for consumers. Even if a person has never taken part in the well-known sale days, he always has in sight and hearing thousands of advertising letters, videos and signs that diligently and regularly notify him about promotions. Such active advertising is quite difficult to ignore, because the brain remembers such information better than more useful information.
As you know, the human brain uses a reward system. When the groups of cells that control the reward system are activated, the person experiences a sense of satisfaction. This is the feeling people experience when they buy products at incredible discounts. Even though the feeling of satisfaction is short-lived, the joyful impulse will prevent the brain from remembering something else during this period of time, which leads to the fact that people sometimes return goods after purchase, as if waking up in the morning after a Friday party.
Stores also lure shoppers with a variety of red signs, ranging from massive signs to small price tags on the product. Scientists conducted an experiment in which they used red price tags advertising regular prices throughout the store. As a result, after comparing goods with the usual and unadvertised prices, it turned out that goods with a red price tag were sold much more often than without it.
The cost is set according to the same principle, because the price of 999 rubles looks much more attractive than 1000 rubles, even though the difference is only 1 ruble. Also fueling is the limited supply, which gives a “magic kick” for quick decision making.
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In addition to creating a pleasant atmosphere, store managers take care of the right background music, which creates a certain feeling of comfort, depending on its pace and volume, setting a person up for purchases. Thus, loud music speeds up purchases in supermarkets, while its low rates, on the contrary, slow down customers, forcing them to buy more.
In addition to all of the above, the presence of a certain date, for example, the well-known Black Friday, already implies the existence of a benefit, because time constraints and the accompanying increase in competition mean that a person does not want to miss out on a good deal.
Be that as it may, even though the human brain is constantly subjected to artificial psychological pressure during sales, you should not give in to paranoid thoughts and bypass stores. When you find a purchase that is profitable for you, you should soberly assess its necessity or the true benefit after the acquisition, which will largely protect you from unnecessary regrets about this or that purchase made.
Daria Eletskaya