The little tricks of consumer psychology make you spend money like water

Urban workers are always doing all kinds of things non-stop, for fear that they will face that problem when they are idle:

How did I become so poor?

Since coming to the world, poverty is often accompanied by a high probability, and it may be a shackle that everyone cannot untie in their lifetime.

This kind of poverty is not the greed of Longwangshu, but the real lack of money.

Every month, the mood always fluctuates with the profit and loss of wealth, and too many people are trapped in the dead cycle of "spending money-no money-making money-spending money" and cannot break free.

It is true that making money is like a drop of water, spending money is like a reservoir flooding, consumption records cannot deceive people, and most people are already ashamed to share their annual bills because they have spent too much money in their pockets.

Years of working have not sharpened a great working emperor, but created a standard consumerist slave.

Am I being vile and greedy?

Poor friends, stop being presumptuous. In fact, you are just falling into one shopping trap after another.

The psychology of consumption, which is tailored to human nature and pays attention to all human pockets, is the incentive for you to indulge in consumption.

Today, YOKA-kun, who has a cleaner pocket than your face, is willing to sit down with you, look at each other's account books, and calculate how your money is spent.

In the face of these shopping sinkholes, our poverty is actually very justified.

Why can't you see the clock in the mall?

Let's start with the answer: learn from the casino.

Clocks seem to be seen in every public place, and in 1931, when gambling was first legalized by the U.S. state of Nevada, casinos also had clocks.

But then, both the casino owner and the customer said: this thing has to get out of the casino.

Because gamblers crave an environment where they can fully immerse themselves in the game, one where there is no real world intervention, they want to have a wild time, jumping back and forth between winning and losing until the last trace of adrenaline is exhausted.

If there is a clock that strikes the time, the joy will no longer last. When the day dawns and the dream wakes up, I have to go back to the cruel and stinging real life to struggle and suffer.

So they took the alarm clock out, and after that, the casino became a Rubik's Cube mansion that most gamblers couldn't get out of.

When it comes to shopping, there is a state of mind called "flow", which manifests itself when people are focused on a certain activity, and it behaves similarly when it comes to immersive gambling and immersive shopping.

Especially when you're stuck in this zone where there is no concept of time, which, according to scientific studies, only takes 23 minutes to immerse.

The specific process is as follows:

When you go shopping, a piece of baked cakes priced at 249 yuan is also very eyebrow-raising, and the clerk who sells the baked cakes is also so considerate, so what can you do if you buy a piece and try it?

Researchers at Bangor University in the United Kingdom concluded through MRI that after falling into a consumption scenario, people's decision-making nerves will gradually lose control within 20 minutes, and by the 23rd minute, people will no longer use the cognitive area in the brain to judge, but use the emotional area......

"After 40 minutes, their brains actually stopped. It is difficult for them to make any logical decisions. 」

The longer you stay, the more people will buy things in the mall that aren't their original purpose, and you don't blame you for that, it's just that you're walking too slowly.

Why don't most malls have windows?

When the point is reached, the purchase is good, and the withdrawal is actually the normal mental link of most people who purchase with a purpose when they consume.

So why do people still stay in the mall for longer and buy more? There are two objective reasons:

• The design of the mall is winding, and it is difficult for you to buy and leave the market as you originally planned, because you will not be able to find your target in the first place.

  There's also a saying that for winds & waters, it's about making people flow through the mall as much as possible.

The complex interior environment often leads you to browse as many stores as possible, unconsciously losing your mind and making purchases.

• In the same vein as in casinos, most malls don't have windows at all – not absolutely, but the windows themselves certainly don't serve as a subject of view.

  Along with the windows, what is overlooked is the real world.

  It's not that the mall isn't real, but it's a terrible thing not to be reminded of in a fully immersive consumption scene.

Why do you hear music like this?

There is also an argument that shopping malls use music to manipulate the environment and influence consumer decisions.

According to statistics, when playing slow-paced music while shopping, consumers will slow down and spend more money.

The volume has to be loud, loud enough to allow you to chat, but you can barely hear the messages on your phone.

That way, no one will be able to get you out of the flow of consumption.

Why is the selling price of a product often not a whole number?

Everyone has been a social person for many years, and there should be a consensus that the price of many of the products we commonly see is not a whole number.

For example, we rarely see 1,000 yuan of clothes, but 998 yuan labels can be seen everywhere. This gap often exists in a "coming up" number.

For example, the reason why a 99 yuan hat is not 100 yuan is to make you identify it as a "2-digit" hat in your heart. Similar to drawing shadows on the cheeks during makeup, it achieves a visual slimming face.

Actually, nothing has changed. Maybe it's because the obsession with rounding is too deep, so we often fall into this 98\99 trap.

In the same way, if one day you see a product with a price of 201 yuan or 5.1 yuan, it is completely the opposite of Tiangang - this zero must be erased, but like the hat of 99 yuan, it does not mean much to erase the zero.

Why is free shipping so important?

Some consumers always like to prove their personality trait of "making money and spending" through details.

The 8,000 yuan graphics card didn't blink when placing an order, but the 25 yuan SF Express paid for it was argued.

Some psychologists call it a "mental account".

Indeed, everyone has a rod and scale in their hearts to measure the worthiness and unworthiness of various things in the world.

When it is found that most people are very reluctant to "shipping costs", the merchant knows how to fool them.

There are two "nonsense" in the sentence "199 yuan free shipping to home".

First, free shipping. The cost of freight has long been calculated in the product, and then by calculating the profit margin, a "free shipping number" is given to the merchant to make a steady profit.

The second is to deliver it to your home. Most of the time, "home delivery" is the basic quality of "free shipping". So why emphasize homecoming? It's all about strengthening your connection to the product.

You place an order, it will be "delivered to your home", and you will be a happy family from now on.

Why did you accept spending money like this?

The first pitfall of consumerists is usually the "law of true fragrance".

When you are skeptical and scrutinizing something, you can still be rational about it when you don't buy it for the first time.

At the very least, you can think about whether you have to buy this thing.

Once you place your first order (influenced by group or celebrity benefits), you may be swept into a torrent. They will even be cultivated into consumption habits.

A person who never drinks coffee has become a person who drinks coffee every day, and the hard cost of life has directly increased a lot.

The trader behind the habit you have developed is a good hand at using the "flywheel effect".

Their goal may not only be "you", but also the capital that values the existence of "you".

And you, at the moment, are part of their play.

Why is free stuff the most expensive?

Because free things are usually things that you don't need, but they are nodes in the merchant's sales chain.

For example, when you buy a game console that you have been dreaming of for a long time, the merchant kindly gives you a controller storage rack (which doesn't quite match the controller that comes with the game console), but it matches another controller that is popular in their store.

So when you want to change the handle, will you immediately think of buying this handle that is not cheap?

Why do you always have to "cut a knife"?

I know a lot of people hate "helping" and "slashing".

But I also know that many people have actually slashed at that point.

The "slash" game is aimed at people who care about "sunk costs" - when they are one step away from success, they will feel unwilling to give up. So the closer it gets to the target, the stronger the inertia of the TA.

However, this knife is useless against social terrorists.

Why did you choose the expensive one?

"Buy only the right ones, not the expensive ones" is a cliché.

But merchants often have a way to turn "expensive" into "right".

For example, the purchase and gift of skin care products. The more you buy, the more you give, and when you're stocking up, it works. But some people buy the largest size on the first order, and they fancy the expensive combination pack is more cost-effective - merchants who are suffering from storage pressure say that they agree with your idea.

Or "tying". The price of the hat is 99 yuan, the price of the sneakers is 989 yuan, and the price of the hat \ sneaker set is 999 yuan. It's a big bargain to buy together!

Have you ever wondered if the merchant has no intention of selling your sneakers?

Why are you stocking up on Singles' Day?

Because you have listened to the legend of the original price.

When you see "original price 999, discount price 299" on the teaser poster, you know that the purchasing conference is about to start.

Merchants use a distant original price as an anchor point to make you have to buy something at the event several times of the year.

You recognize the original price, the authority of the shopping festival, but completely ignore the discount that the product has been named throughout the year.

When you save hundreds of products and buy them all over your 100,000-square-meter home, your heart is suddenly steady, which is the basic respect for the shopping festival.

Honestly, if you really want to buy it at the original price, it's not easy.

Why do you always place your order at night?

The night is the time to make all the bad decisions.

When a person is tired of the day and his mind is particularly fragile, all his judgmental positions tend to be weak.

For example, some people always forgive \ remember their ex who was green at night countless times.

It is precisely when there is such a confusion that heartfelt marketing comes in handy.

At night in the live broadcast room, the product seems to have added a layer of filters, and with the embarrassing blowing technique, people are extremely impressed by the ingenuity of the producer, believing that this is the product of the crystallization of human wisdom.

When you are sleepy-eyed, a crisp bell reminds you, "We have the last three orders in stock, the brothers and sisters who want to hurry up", you sat up with a stirring spirit, and with a shake of your hand, you pocketed the last luck, as if you had grasped the lost love.

You're destined to be the sad man.

PS: Some of the pictures in this article come from the Internet, if you have copyright problems, please contact us to delete.

撰文/策划:奥斯卡排版:kiki监制:GaGa

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