Holiday buyer beware — of how you're being coaxed into spending - latimes.com
It's Thanksgiving night. I have staked out Black Friday's sales. Sale circulars have been passed around in my family, like a turkey platter, and there's a plan spanning three cities.
There is a science to marketing and consumerism that should give us pause. This article, found in the Mental Health section of the L.A. Times offers good tips on the science of buying and the pshychology behind store marketing. After all, stores are in the business of selling, putting the turkey on their table.
Here's a great line from this piece to write down on the tablet of your checkbook: "If shoppers suddenly ceased to buy on impulse," Underhill wrote in "Why We Buy," "believe me, our entire economy would collapse." Market research targets consumers in their psychological Achilles' heel.
When hitting the checkout, and before hitting the green magic-plastic button, I will consider whether I've been "coaxed" into buying something that maybe wasn't on Santa's list.
Mindful shopping!
No comments:
Post a Comment