Science Quickly A Psychologist’s Tips for Avoiding Overconsumption This Black Friday
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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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The Psychology of Bargains
- Consumers are conditioned to focus on price, making bargains exciting.
- This excitement triggers an adrenaline rush and activates the brain's pleasure centers, similar to other enjoyable experiences.
FOMO Marketing
- Stores use "fear of missing out" (FOMO) to drive sales.
- Limited-time offers or low stock warnings create urgency, leading to impulsive purchases.
Avoiding the Hype
- To avoid impulsive purchases, ignore marketing emails and messages, especially right before sales events.
- Disconnecting from the hype can prevent getting swept up in the excitement.