It has been a long time psychology is used in shopping and business, Although this is a less academic version than that which takes place in universities.
This is not to say that the various marketing techniques used by companies to influence the purchase of customers are not studied, although there is always the question of whether such schemes go beyond the limits of ethics.
Tricks and psychological effects used by stores
Either way, the reality is that shops, stores, and establishments open to the public use different techniques to end up spending a lot more money than you might think. Here are some principles of psychology used by stores and commerce without our realizing it, and that they can greatly influence our purchasing decisions.
1. The purchase of shame
Medium or large stores and supermarkets they tend to make sure there is always a good amount of empty carts and baskets near the entranceNot only because they are highly sought after items, but also because they are interested in everyone taking one.
Many people feel some discomfort going through the box carrying a single product in the basket or cart, so they will have to buy another product so that it does not appear to have monopolized that container in an unwarranted manner.
2. Creation of a watertight compartment
In supermarkets and supermarkets there are usually two important absences: windows and clocks.
Not having these elements makes the commercial space run out of references to the outside world, causing customers to forget the passage of time and life continues to unfold beyond the walls of the store. Thus, you will be more likely to continue to review the products displayed for sale.
3. Foot in the door
It is a persuasion technique that is also used in the buying process. That consists of, when the customer has already chosen what he wants to buy and begins the process which will end with the payment, he is offered an “extra” for a little more money.
The chances that customers will accept this offer will be higher than if this product pack were offered from the start, because the buyer has already thought that he is going to spend money and even if at some point it comes to Believing that you are spending a little more than you should, buying that “extra” will help you reduce the cognitive dissonance of buying something without being entirely sure it is paying off.
Somehow, continuing to buy is one way to justify the previous purchase, Is one way of showing that the above dilemma did not exist. Of course, if this additional offer is in addition to a discount on another product (or is perceived as such), the costing will also make that purchase more attractive.
Supermarkets use all kinds of tricks to keep the average shopper who walks in the doors a little longer in the room. One of them is quite simple and involves placing mirrors.
It’s clear that most people don’t stand in front of a mirror while looking at it, but even if it is almost automatically, they will tend to stay near it longer, look at each other, or walk away more slowly.
5. The social test
Some outlets and brands use the principle called social proof to sell more. The concept of “social proof” it means a display of marketing power to show that a product is successful in the market. It is about showing the consumer the success and social impact of a certain product on the target audience, although part of that “impact” may be fictitious or imagined.
The dark side of social proof, for example, could be hiring spam and all kinds of fake profiles to follow certain Twitter or Youtube accounts, or creating a deliberate shortage of a product on the day it is launched. to form queues in certain stores where it is available.
6. The less necessary items can be found at the entrance
And those who require a higher frequency of purchase, in more remote areas. The goal is clear: to give everyone a head start on as many shelves as possible.
7. The first floor, always for women
In clothing stores, the male section is always at the point furthest from the entrance. Indeed, the women who accompany the men in these stores are generally more impulsive buyers than them. Women accompanying men often fall into the temptation to buy something they have seen on their way to the men’s apartment.
If you were interested in this article you may also read: “The 12 Psychological Tricks Supermarkets Use To Make You Spend More Money”