How to make the purchase more: 7 tricks retail price or psychology
Tips / / December 19, 2019
When I get to sell anything (clothing, equipment and footwear, utensils... textiles ?!) in me as though waking Hyde. At such moments, I am very weak to control and go on sale with a decent sum in your pocket becomes a dangerous pastime for the family budget.
Even in the more difficult situations are those who lend themselves to the magic word "discount", "+1" as a gift (whether it is at least a pressure cooker) and the magic number "9". One friend woke up with a dryer for fruits in their hands already on the subway. Where she bought this thing, and why is it generally needed a girl who comes to the kitchen only to have to turn on the coffee machine - an interesting question. The answer has not been found, and dryer migrated to relocate to the grandmother to the country.
Good seller must be a great psychologist and master of magic numbers, and other tricks of the trade that can make you buy anything. And in order to once again not to get caught in the net of discounts and sales, you should know a few basic tricks used by sellers.
1. Free stuff
These are the notorious "and receive a gift." If the seller offers to the item purchased has some extras, you know - it's not easy! The concept of "free lunch" originates from the old New York, where in the Bowery taverns offer free dinners, assuming here that after these dinners visitors will drink plenty of beer.
This trick still works. Typically, the free stuff available to you in order to attract you to the store or website for you to buy there is still something.
Psychologically, the word "free" implies the absence of defects and risks. Standard "buy one thing, the second will get a gift", "free shipping", etc. It acts on customers like a magic flute Nils. Do you know what will have to spend money to buy things, but can not resist the call and follow the shopping, unable to stop and leave the store.
Most recently observed a similar situation with the person from whom did not expect such reaction in a shoe shop was the next action "buy a pair - for the second pay 30% of the value. " He began trying to persuade me to buy another pair of shoes for the company. The argument was the iron, "Well, because the stock is cheap also!". The fact that I absolutely did not need shoes, worried him a little. Discounts after all!
2. Bye-bye, dollar sign
Another interesting study conducted at Cornell University in 2009. Research has shown that visitors prestigious restaurants spend on food is much less if there is written the word "dollar" or should it sign "$".
in our already overloaded information world, consumers tend to follow the path of least resistance. Expensive restaurants usually stick to minimalist design the menu and the prices are written without any additional marks (24, instead of $ 24.00). They just want their clients to focus not on price, but on the food.
3. 10 $ 10
© photo
Such tricks are most often found in supermarkets - 10 boxes of cookies for 10 conventional units! This is yet another publicity stunt (1 for $ 1), who plays one of the most basic human traits - banal zhlobstve. Someone might gently call it thrifty. But no matter how we call it a state of mind, the trick works in 99.9%! I feel stupid to buy 10 boxes of something simply because share and profit is obvious! What am I going to do with 10-Tew boxes when you do not always know where to apply one or two?! But very often at the time of purchase of people just do not think about this and treacherous hands reach for promotional products. Well, if it's toilet paper or something that can lie for a long time and does not deteriorate. Worse, when food prices ...
4. spending limits
On this point, I can talk for a long time, as has already managed to catch the edge of conscious childhood "golden era", when brand imported boots (firm) issued strictly on one pair in one hand, and the bananas sold in the store only to large families!
The same thing, just a little under a different sauce, can be found in the shops now. If you see a sign that says "No more than 5 pieces to one buyer" means you want to create a feeling of features and rarity of the product. Because it is impossible to paddle packs because it ends quickly at him in great demand and will be delivered when a new batch is unknown.
And, most interestingly, it is possible that before you see this sign, you needed only one pieces of this very rare commodity. But when he saw the inscription, instead of the one you buy all 5. And what is really the limit and end product?
5. Factor 9
This is one of my favorite tricks! All of us were taught in school mathematics, and the lessons we have learned to cut and rounded. And everyone should remember from school that the 5,6,7,8 and 9 after the decimal point, we round in a big way. But, for some reason, getting on sale in the shops, we completely forget about it and 7.99 is perceived by us not as nearly 8 (according to the rules of mathematics) as well as a 7! Why are our brains so politely and basely deceives us?
Prices that end in 9, 99 or 95, referred to as "enchanting prices." Apparently, we are deeply stuck association of these numbers with discounts and better deals.
In addition, as we read numbers from left to right, we take 7.99 as the number 7, and not as 8. Especially if we throw at the price tag is just a quick glance. This is called "effect left marks" - we encode this number in your mind to a smaller still before have time to read it.
6. simple math
This trick is used when leaving the price tag on the old price and add a new with a discounted price. In this case, the price tag "worth 10, is now worth 8" will perform better than the alternative, "was 10, it was 7.97." All the matter in elementary mathematics. Despite the fact that in the second case, the difference in price will be greater (ie, the price is cheaper), people seem to be more favorable first deal simply because consider the difference in the first case it is easier. And again we are on the path of least resistance and avoid headaches.
7. font size price
Professor of marketing at the University of Connecticut and Clark University, found that consumers are more receptive to price, written in a small font, the larger and more dedicated. Very often sellers to attract customers use large fonts, and thus make a mistake! In fact, it is even more confusing, because in our minds the physical quantities is firmly connected with the numerical values.
And I can also say that we lose control of the money when we get abroad in Europe or the US, where prices are in dollars are almost always in the order of magnitude smaller than what we are used to in UAH and rubles. Therefore, in the same Duty Free box of mints for $ 8 seems very cheap treat. While in Kiev, you can buy the same box for almost a similar price. But looking at its price in USD, we are in no hurry to shell out and candy do not seem so cheap as when they stood at $ price.
And soon will begin the New Year, and sales and Black Friday. Prepare your nerves and wallets hide in secluded places - coming big discounts;)
A photo: Martin Deutsch's