Every year, in November, your inbox is filled to the brim with Black Friday offers, each more attractive than the last. And every year, this commercial event triggers a real buying frenzy. Bargain hunters sometimes go so far as to fight fierce battles to obtain the most popular products.
But the success of the sales owes nothing to chance: everything is thought out and well-rehearsed to exploit our biology. Discounts not only appeal to our wallets, they also stimulate our brains, activating pleasure circuits. But how to explain it? Besides, can we resist it? The Conversation looked into the question.
When we come across a product at a reduced price, a key region of our brain, the nucleus accumbens, is activated. This part linked to pleasure and reward releases dopamine, the famous neurotransmitter of happiness. This chemical reaction then gives us immediate satisfaction comparable to that felt during joyful or rewarding moments. But the role of dopamine doesn’t stop there: it intensifies our impulsive behaviors. The more attractive the price, the more we are tempted to act quickly, without thinking. Result: we find ourselves with a pile of objects without any interest, but with a peaceful brain.
Don’t be misled, distributors and traders know these mechanisms well and happily exploit them. Understanding the psychological underpinnings of shopping is like having a persuasion toolbox for stores large and small. Promotions limited in time, countdowns on the internet or stocks displayed as “almost sold out”: these are no coincidences. They amplify our sense of urgency and boost our adrenaline levels. Quick, quick, the clock is ticking, you have to buy before it’s too late! Yes, you were fooled…
How to resist it?
Good news: Consumers can resist their biological urges and refrain from falling into the bargain trap. But this requires a certain amount of self-control. If you are in a store, rather than buying immediately, take the item with you and take a quick look around while you think about it. Over time, the urgency of your initial reaction will lessen. The adrenaline usually subsides after a few minutes, and with it, your irrepressible urge to spend money.
Online, the principle is the same. Stop for a moment, step away from your screen and do something else for a while. Once the dopamine rush wears off, you’ll see the item in a different light and perhaps realize that it’s not necessary. Knowing that our brain can play tricks on us is a first step in better resisting these nasty manipulations. Moreover, the objective is not to deprive yourself of things you need, but to transform the purchase into a thoughtful action, and not an impulsive one.
Source: www.slate.fr
