Psychological trap of consumer psychology

Many friends have no idea about money when they spend money. Even if they plan to go shopping, after visiting the supermarket, they will always find more than they expected, and they will often regret it when they get home. They don't know why they bought many useless things. In fact, it's not your fault, because there are many psychological traps in consumption, so that you will unconsciously buy a lot of things you don't need. Let's look at the psychological trap in consumption.

1. Shopping aisles in supermarkets are generally wide enough, straight and flat, with few corners. This is to extend the "stay" time of consumers in the supermarket as much as possible and prevent them from taking shortcuts to the checkout counter and exit. Supermarkets also take advantage of people's habit of putting the most wanted and profitable goods on the right side of the main shopping aisle or window with their right hands. When customers pass by, they will be aroused by some unnecessary goods.

2. Most fruits and vegetables in supermarkets are displayed in the center for two reasons: First, psychological research has found that people are instinctively excited about colorful foods because they live in dark caves for a long time in the early days, and their possessiveness and desire to buy are easily stimulated. Second, agricultural products are products with high profit rate in supermarkets. Most supermarkets contract this area to suppliers. Although the price is much more expensive than the vegetable market, it is also sold in supermarkets.

3. When you walk into the supermarket, you may be faced with a bunch of special goods, but you should keep calm. The easier it is to see and get goods, the more profits the supermarket will make or the goods you are eager to sell. Generally speaking, near the entrance, there will be many products with small profits but quick turnover and high purchase frequency to attract you in, such as books, slippers, towels and so on. Valuable commodities such as tobacco and alcohol are generally placed in the middle and rear areas of supermarkets.

When you visit the supermarket, you will meet many "shopping guides" who enthusiastically recommend products to you. In fact, behind their enthusiasm, there is a "story" of taking kickbacks: some brands with little influence usually have no money to put in a lot of advertisements and their quality is not outstanding, so they use "crowd tactics" to put in a lot of shopping guides in supermarkets and let them get a high percentage of commission. Shopping guides generally use the method of "praising this and belittling that" to try their best to persuade customers to buy their own brand of goods.

Buy as much fruit as you can, which is convenient for consumers on the surface, but the origin is suspicious. There are a lot of fruits in the supermarket that can't be sold because of their appearance or deterioration every day. The general practice is to break them into parts and package them for sale. Some supermarket workers cut off the bad parts of fruits and vegetables with knives, and the rest are cut into small pieces and wrapped with plastic wrap, so there is no problem, but the quality of the goods bought by consumers may be greatly reduced.

In some small supermarkets, pink lights are installed at the top of the meat counter, which can make fresh meat look more attractive, but it won't be like this when you buy it home. Because ambiguous lighting often makes food more attractive, generally speaking, red lighting is used for meat, yellow lighting for bread and blue lighting for seafood.

7. There is a complicated pricing strategy in the supermarket. You may see eye-catching slogans such as "low price every day" and "lowest price within 5 kilometers", but this is not the case. Supermarkets use the psychological "halo effect" to set the prices of food, daily necessities and other necessities lower, so that you can form the impression that this supermarket is cheaper and unconsciously think that everything is cheap.

8. The strong fragrance from the supermarket bakery is always irresistible. Most people think that baking bread and cooking cooked food on the spot are for "freshness", but in fact, this is the "smell marketing" of supermarkets. Studies have found that the aroma of food can stimulate the secretion of various digestive enzymes and mobilize the emotional center related to desire. Even if you are not hungry, you will unconsciously increase your purchase of food.

9. Many consumers will have the inertia thinking of "buying more is more affordable than buying less", which has also become a kind of "sales psychological tactics" in supermarkets. When shopping in the supermarket, you can calculate that the price of large packaging of many goods is more expensive than that of small packaging. This situation mostly exists in snack foods, such as drinks and potato chips. Moreover, the weight and price of these commodities are often not integers, such as 480 grams and 458 grams. And consumers can't figure out which is more cost-effective at the moment.

10. Who is the most prone to purchase impulse? Kid. Children's consumption is irrational and possessive, and they can manipulate their parents emotionally. It is by taking advantage of this consumption psychology that supermarkets have a set of sales strategies to earn children's money: first, carefully arrange display cabinets for children's products (toys, food, etc.). ); The second is to set up an "ambush" on the road that children must pass.

1 1. Supermarkets often have promotions, but some promotions are not necessarily cheap. For example, there will be some original price things mixed together in the special price area; Under the big price list, the manufacturers of goods are written in small print, and other brands are mixed, so some careless customers can easily buy them by mistake; In the clothing area, different brands of clothes with similar colors and styles are mixed together, and only the cheap price is marked, and the high-priced label is hidden in an inconspicuous place. Many specials are not "great value" either.

12. There is a * * * principle in the placement of goods in supermarkets: what you can easily get is always what merchants want to sell most. The survey shows that the best-selling goods are placed parallel to the customer's line of sight, waist-high and knee-high. Among them, the former is the best place for supermarkets to store goods, which can increase sales by 70%. Therefore, supermarkets usually put high-profit or expired products at the height of 1.5 m to 1.7 m, so that everyone can see them and take them at hand.

13. Supermarkets always want to "sell high-quality goods first". So when I put milk and yogurt, I like to put the freshest ones in the innermost part and change them gradually every day. The freezer and the food in the freezer also put fresh products on the ground floor. If you want to buy the one with the latest production date, then dig out the innermost goods.

14. The more temptations you are exposed to, the less customers can stand these tests. The survey found that people who are "trapped" in a long checkout line are 25% more likely to buy candy and drinks on the shelves. The goods at the checkout counter are generally daily necessities or economical snacks, which is often the most impatient time for people to queue up for payment, making it difficult for you to get through this last shopping pass.