You’d never know it, but what you buy and how much you spend isn’t based on simply on how good the products are. The latest research shows that our buying decisions are greatly influenced by what we encounter while shopping. Luckily, once you know what’s influencing your shopping choices, you can prevent overspending and buy only what you really want. Start by:
* Turning off your cell phone. A recent UCLA study reveals that shoppers who are interrupted in the midst of choosing a product end up buying the more expensive choice. The researchers found that once you return to the decision-making process after being interrupted, your mind automatically shifts from focusing on price and practicality to name brands and luxury.
* Steering clear of the bakery. More and more department stores have their own right in the store—and for good reason: The sight or smell of tempting treats makes you 50% more likely to buy more than you budgeted for, reveals a study out of the National University of Singapore. The link? Stimulating your appetite also makes you “hungry” to shop, so you throw your budget out the window.
* Sidestepping this money-spending question. Ever walk into a store intending to browse, then walked out with a major purchase? It might have been due to one simple question a salesperson asked you: “Which item do you like most?” Hearing this question automatically switches you from a “Should I buy at all?” mindset to “Which one should I buy”, making you far more likely to pull out your wallet, reports the Journal of Consumer Research.
* Passing by grinning salespeople. In one study out of the University of California, San Diego, volunteers exposed to friendly smiles were willing to pay up to triple the price for a beverage than those exposed to angry faces. Smiles send an unconscious message to our brain that it’s okay to splurge, the researchers explain.
[photo: I See Modern Britain]
