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A Psychologist’s Tips for Avoiding Overconsumption This Black Friday
Nov 27, 2024
Cathrine Jansson-Boyd, a consumer psychology professor at Anglia Ruskin University, shares insights into avoiding overconsumption during Black Friday. She discusses the psychological tricks that drive impulsive buying, like FOMO and adrenaline. Listeners learn how to recognize deceptive marketing tactics and adopt sustainable shopping habits. Cathrine emphasizes planning and self-reflection to make smarter purchases, helping people navigate high-pressure sales with confidence and reduce the regret often tied to impulse buys.
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Quick takeaways
- Understanding marketing tactics, like FOMO, helps consumers resist impulsive buying during sales events like Black Friday.
- Taking a moment to evaluate genuine needs over impulse urges can reduce post-purchase regret and promote sustainable shopping.
Deep dives
The Psychology of Discounts
Shopping during sales events like Black Friday triggers specific psychological responses in consumers. The thrill of spotting a bargain induces an adrenaline rush, activating the brain's pleasure centers, resulting in a pleasurable experience. This powerful response can cloud judgment, leading individuals to make hastier, less informed purchasing decisions. As excitement builds due to perceived scarcity or limited-time offers, shoppers often succumb to impulsive buying, forgetting their original intentions.
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