Temptation surrounds us. Whether it’s chocolate cake samples at the supermarket, a shiny new pair of kicks or the latest smartphone, it’s easy to give in to an impulse purchase.
That’s not to say you should never splurge. But it’s important to know how to practice self-discipline and avoid giving in to temptation whenever it presents itself. It’s also important to be aware of some of the tactics businesses use to encourage spending and whittle away at our discipline. Knowing a few strategies on how to keep impulsive habits at bay may mean fewer regrets later on — and a fatter wallet too.
Practicing self-discipline
A study in the Journal of Consumer Research suggests that distorting memories of indulgence may lead to indulging more in the future. That’s according to research by Frank May, an assistant professor of marketing at Virginia Tech, and Caglar Irmak, an associate professor of marketing at the University of Miami.
“We investigated the possibility that individuals may distort memories of past behavior in order to allow for indulgence in the present. In other words, people may trick themselves into thinking something like, ‘I’ve been good on my diet lately, so I can have this piece of cake,'” May and Irmak wrote in the research paper, “Licensing Indulgence in the Present by Distorting Memories of Past Behavior.”
Recognizing the sell
Stores use plenty of strategies to wear down consumer defenses, said Dr. David Lewis, a psychologist and author of “The Brain Sell: When Science Meets Shopping.”
Shoppers sometimes go on “autopilot,” and stores seek to tap into that mindlessness by appealing to our senses, he said. Many shops will have an empty area at the entrance, a “decompression” zone. That’s to get shoppers to slow down, get acclimated to different lighting and temperature, even humidity levels, he said. It’s to lull us into a false sense of security.
This is when aromas, like baking bread in a pastry section, or classical music playing in a wine shop, are used to have subtle influences. “We’ve done research and asked people if they remembered what music was playing, and they didn’t realize any music was playing,” he said.
Some shops, like discount clothing retailers, may design their store layouts to mix pieces from high-end designers among lower-priced clothing. In that case, Lewis said, shoppers feel like they uncovered a secret bargain that they can’t turn down. “It’s flattery,” he said.
Knowing who your friends are
Store clerks are helpful when shoppers come in with specific purposes, but Lewis said to remember they are not your friends. They are there to sell.
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“The worst words a salesperson wants to hear is ‘let me think about it,'” he said.
One subtle sales technique to break down a shopper’s defenses is called “feel, felt, found,” Lewis said, and is used if a shopper expresses doubt about an item.
When computer shopping, for instance, a shopper may say he or she still likes to use a mouse rather than a touch screen. To steer thinking, salesperson may say, “I know how you feel. I felt that way, too, but I found I like this better.”
Lewis said this is a powerful technique. “It reassures the person that their view is right, it demonstrates empathy, and it turns something that was an objection into something that isn’t objectionable.”
The best way to avoid impulse shopping is to slow down and think about the purchase, Lewis said. That may mean taking a walk, whether it’s out of the store or getting away from the computer screen.
“Give yourself a pause point. Try and break the cognitive flow,” he said.
May and Irmak said that people who are highly impulsive may want to take steps to accurately remind themselves of both past indulgences and times of self-control.
Lewis said it’s easy to fall into impulse shopping. “You go into a store to buy batteries, and you walk out buying a combine harvester,” he said. “They (salespeople) are just so good. You almost have to step back with admiration on how slick the sales operation is.”