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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 on avoiding overconsumption during the Black Friday frenzy. She discusses the psychological triggers behind impulse buying and explores how marketing tactics exploit consumer emotions. With strategies to combat FOMO and practical tips to budget wisely, Cathrine emphasizes the importance of mindful shopping. List-making and price monitoring can transform your shopping experience from chaotic to strategic, preventing buyer's remorse this holiday season.
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Quick takeaways
- Understanding psychological triggers and marketing tactics can help consumers resist overconsumption and make more informed shopping decisions during Black Friday.
- Establishing a pre-planned shopping list and monitoring prices can reduce impulsive buying, leading to healthier and more sustainable spending habits.
Deep dives
The Psychology Behind Black Friday Sales
Shopping during Black Friday is heavily influenced by psychological triggers, particularly the excitement generated by perceived bargains. When consumers encounter sales, they experience an adrenaline rush linked to the pleasure centers of the brain, making them more likely to act impulsively. This excitement is often exacerbated by fear of missing out (FOMO), driving shoppers to make purchases without fully considering their decisions. The combination of emotional highs and marketing tactics can lead to regret after the purchase, which is common among shoppers who feel caught up in the frenzy.
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