On Black Friday and Cyber Monday, retailers use three key techniques to manipulate us into buying unnecessary products.
. You go there, feeling confident you’ll only get one or two of the best deals.
But once you visit the website, you’re hooked. All those deals look great, with the prices so much lower than usual. You can’t pass them up! So you end up taking advantage of a bunch of deals, and purchase much more than you intended to in the first place. Why did that happen? Why couldn’t you control yourself? It’s due to a cognitive bias called the restraint bias.
We substantially overestimate the extent to which we can restrain our impulses. In other words, we have less self-control and weaker willpower than we like to think we do.The final key psychological reason for why you get sucked into Black Friday and Cyber Monday sales is because you’re reading this article.
For example, a useful strategy for Black Friday and Cyber Monday involves deciding in advance the purchases you’d like to make if they are on sale and buying them online instead of in the store. For example, you might decide to buy a certain laptop if it’s more than 20 percent off, or a specific big-screen TV if it’s 30 percent off. Save the website pages of the laptop or TV that you want to buy, and then visit them on Black Friday and Cyber Monday to see if they’re on sale.
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