www.steelnotesmagazine.com
Steel Notes Magazine
work. First, as consumers, we don’t know
how much things should cost, so we rely on
parts of our brains that aren’t strictly
quantitative. Secondly, although humans
spend in numbered dollars, we make
decisions about how much to spend based on
a mix of clues and emotional reasoning that
amounts to innumeracy.
Further, during promotional sales,
people do not understand the ultimate
consequences of their purchasing
behavior. When objects are on sale at a
discounted price, people often try to take
advantage of the discount but they typically
end up spending more than they would have
otherwise. This is called the spillover effect. It
occurs when people who are buying items on
sale also buy additional items that they don’t
actually need. The spillover effect is
explained by the fact that when we as
consumers save money, we have the sensation
that we have the sensation that our budget has
increased as a result of our savings. In
addition, the appearance and brand of the
store, the amount of people inside shopping,
the perfume in the air, and the background
music are all elements that influence
consumers to make a purchase. They act on
potential buyers by encouraging them to buy
more.
Besides, our brains trick us into
regarding a store or an item as if it were a
person, provoking an emotional response in
us. So even when items sold in a store are not
that expensive, people will choose to buy if
they feel intense emotions. The secret to
improving sales is to associate the item with a
sensory power that can awaken in us
memories, emotions and childhood
associations. And now, happy shopping to
everybody!
Steel Notes Magazine
www.steelnotesmagazine.com
115