Between Black Friday and Cyber Monday, many of us have gotten caught up in the shopping craze of the holiday season. During this intensive holiday/shopping season, I, for one, have always wondered about shopping’s strong hold over its shoppers.
On days like Black Friday, many people make impulsive purchases, buying products they don’t necessarily need. In an article from The Huffington Post, Laura Brannon, a professor of psychology at Kansas State University, cites two psychological principles that often guide shoppers. When shoppers feel as though they must make a purchase because the product is rare and scarcely available, they are acting according to the “scarcity principle”. The decision to buy becomes more emotionally driven and less rational when buyers feel as though they are getting a bargain. The second psychological principal at play is the “social proof principle” that occurs when people look to other buyers for confirmation. When shoppers see many other shoppers making hurried purchases they jump to the conclusion that they too, should make such purchases because the item must be “worth it”. Most shoppers view Black Friday’s infamously long lines as indicative of the widely perceived value of the purchase. Additionally, Brannon finds that shoppers are influenced by normative influence, the desire to fit in with the Black Friday trend.
Swilley and Goldsmith conducted a research study on attitudes towards Black Friday and Cyber Monday in which they concluded that Black Friday shoppers are attracted to the experience of hedonic, pleasurable, shopping emotions, and Black Friday serves to stimulate and satisfy these urges. One of the pleasures of Black Friday shopping was reported as the opportunity to shop with others and take part the holiday festivities. In contrast, positive attitudes towards shopping on Cyber Monday were correlated with the usefulness of online shopping in purchasing holiday gifts. Cyber Monday shoppers showed greater purchase intention than did Black Friday shoppers.
James Mourey, an assistant professor at the Driehaus College of Business at DePaul University in Chicago, provides a biological explanation for the pleasurable feelings associated with shopping. The nucleus accumbens, the brain’s pleasure center, is activated when a person spots something he or she likes.
An additional factor that motivates many shoppers is that they are emotionally drained from work, school or familial obligations. We, as students, know just how taxing this time of year can be and how important it is to find a relaxing outlet. For some, shopping serves such a purpose.
Every shopper’s experience is driven by a multitude of motivations. It is important to be mindful of why you’re doing what you’re doing. If people are aware of the psychological underpinnings of their actions, they can exercise greater control over them. For instance, if you view shopping as experiential and a chance for family bonding, taking the time to plan what you will buy each person as a holiday gift will provide for a more meaningful and less impulsive experience. If you are aware that you are someone who falls prey to the scarcity principle, just know that, in all likelihood, products are not as scarce as they seem. If you are stress shopping, be aware that while shopping can cause hedonic feelings, researchers recommend that you set limits before setting out to shop or that you search for a specific item.
So next Thanksgiving Weekend when you begin your Black Friday expedition, be mindful of the fact that your experience is so much more than just a holiday tradition.
From The Huffington Post
Research by Swielley and Goldsmith. Research by Taylor and Francis