Steel Notes Magazine December 2016 - Page 115 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 115