Supermarket Traps. Have you ever experienced that familiar, slightly awkward moment after a shopping trip? You’re unpacking your groceries, and as you put things away, a cold wave of realization hits you.
You’ve bought things you never planned to get, items you didn’t need, and maybe even a few things you’re not sure you even wanted. Don’t lie, it’s happened to all of us.
If this sounds familiar, it means you’ve fallen into a marketing specialist’s trap. A marketing specialist is a professional who studies the subconscious behavior of shoppers.
Based on their research, they create various “traps” that we, without even realizing it, fall into.
Supermarket Traps and Your Subconscious Mind.
One of the most effective psychological phenomena at play is known as the “foot-in-the-door” technique. The concept is simple: we are more likely to agree to a large request if we have previously and effortlessly fulfilled a small one.
This principle was famously demonstrated in a 1974 experiment in a Canadian city. Several people approached residents asking for donations to help cancer patients.
Only 46% of those asked for financial support responded. However, when people were first asked to wear a small pin with the campaign’s logo for a while, the percentage of donors nearly doubled.
This small, easy request made people more likely to commit to the larger request later.
The “foot-in-the-door” technique works particularly well in online services, such as when you’re installing an antivirus program. Most of these programs offer a trial period during which all functions are available for free.
After the trial ends, you’re prompted to either buy the full version or use a limited, basic version with only a few ,usually the least useful, features.
Since we’ve already experienced the benefits of the full version, it becomes incredibly difficult to decline the offer and revert to the limited one.
By the way, those scented or cream samples you find tucked into magazines are another classic example of the “foot-in-the-door” technique.
To Round or Not to Round?
The Psychology of Pricing.
A recent study showed that both rounded and non-rounded prices can be equally effective, depending on the overall advertising campaign.
For example, if a camera advertisement focuses on capturing happy, emotional moments, the rounded price of, say, $200 will be more appealing than $199.
Why?
Because the rounded number feels more fluid and aligns with the emotional, less analytical nature of the ad. Conversely, if the ad highlights the camera’s functionality and encourages rational thinking, a non-rounded price like $199 is more likely to attract buyers.
This non-rounded number makes the price feel more specific and carefully considered, speaking to the consumer’s logical side.
The Principle of Authority.
One of the most successful marketing methods is leveraging the principle of authority. This is based on the idea that we tend to obey people we perceive as experts in a particular field.
For instance, you are more likely to trust a pasta advertisement featuring a famous chef than one with a regular actor. We also prefer to buy products that are owned or used by a celebrity or at least are advertised as such.
In reality, we haven’t evolved much from our ancestors, who believed that an object belonging to a powerful person was imbued with their strength. Through “clever” advertising, we are led to believe that by drinking a certain brand of soda, we will become as strong and successful as a famous athlete.
The Scarcity Principle.
Simply put, the scarcity principle is based on our desire to own something unique and in high demand. This is a common tactic used by both physical stores and online retailers. For example, a sale on trendy clothing or shoes may be limited to a specific time frame, creating a sense of urgency that pushes us to make a quick decision.
A vivid example of this principle in online sales can be seen on hotel booking websites. When you’re looking at a room, you often see bright notifications indicating how many people are viewing it simultaneously or a warning that most of the rooms of that type have already been booked. This creates a powerful desire to secure the product before it’s gone.
Pre-orders also operate on this principle. You might see an advertisement for a limited-edition perfume from your favorite brand, with its value expected to increase after its release. Fearing you’ll miss out, you’re almost certain to take advantage of the pre-order offer.
The Supermarket Traps and the Right Start.
This technique is based on the idea that once a person has started an action, they want to continue it rather than start something from scratch.
More Effort, More Joy!
This tactic is used in discount stores. To find a good item at a truly low price, you have to put in effort, as the best deals are often located far from the entrance.
Once you finally find that perfect pair of jeans or a sweater, the joy of the purchase is far greater than if you had found it effortlessly. By doing this, sellers create an emotional connection that makes you want to return to the store.
Insult and Help.
This technique is frequently used in online sales, especially for services or training. Let’s say you visit a fitness trainer’s website that sells personal sessions and you see a quiz titled “Check for these 10 Obvious Signs of Diabetes.”
After answering the questions, you learn there’s a possibility you might develop the disease, even if it’s currently small. Right there, you’re offered a solution: a course of training sessions aimed at weight loss, which, in turn, reduces the risk of the disease.
The marketers point out a problem, empathize with you, and then offer a solution to a problem you didn’t even know you had.
The Best Advertising Engine.
The Human Face.
According to research, our brains are most receptive to advertisements and packaging that feature a human face. This is why we’re more likely to choose a milk carton with a portrait of a farmer or an elderly woman who embodies the image of a kind grandmother.
Another experiment showed that a photograph of a child in an advertisement significantly increased sales. So, do you only buy what you truly need? Or, perhaps, is your shopping bag full of things cunningly suggested by marketing specialists?
Admit it, no one will ever know! 😉
Unnecessary Items.
A Trip Down Memory Lane.
To avoid falling into these traps, let’s take a little walk down memory lane and reflect on the things that were once essential but are now obsolete.
Even just a decade or two ago, many homes had VHS players and cassette recorders. I also had shelves full of CDs and a large music center. Now, they’ve been relegated to the back of the closet. I can’t bring myself to throw them out, but all my music is now on a flash drive that I can easily move from my home to my car.
This begs the big question: what items we use today will seem old-fashioned and irrelevant in the future?
Digital Cameras.
I’ve found myself no longer using my perfectly good digital cameras. I don’t even need to mention film cameras—they are completely unused. A smartphone does a great job, and I don’t need anything more.
DVD and Blu-Ray Players.
With the rise of streaming services like Netflix, Amazon Prime, and HBO, classic DVDs and Blu-Ray discs are quickly disappearing from store shelves. It’s now far more convenient and cost-effective to watch movies on a streaming service, and it doesn’t take up any physical space.
Plastic Flowerpots.
With the growing trend of sustainability and green living, I predict that environmentally harmful plastic pots will eventually be phased out. They will be replaced by biodegradable alternatives and pots made from recycled materials.
Classic Alarm Clocks.
While some people still have modern digital alarm clocks with built-in radio functions, this item will also eventually become a relic of the past. Nowadays, smartphones and smart home assistants are increasingly fulfilling the function of an alarm clock.
Remote Controls.
Most TVs and even children’s toys can now be controlled with a smartphone or tablet. Additionally, a smartphone can manipulate other devices, such as a smart home assistant and other smart home gadgets.
Calendars.
While physical calendars have their charm and many still find them convenient, more and more people are using calendar applications on their smartphones. Digital calendars can be synchronized across devices, making it easy to create lists and plans from anywhere.
Plastic Dishes.
Similar to plastic flowerpots, the existence of plastic dishes is also threatened. Most people already prefer glass storage containers, which are more hygienic and visually appealing. Plastic dishes wear out faster, get scratched, and often become stained and unattractive.
Coffee Capsules.
A revolution in the world of coffee is on the horizon. Environmentalists have long been fighting against small plastic coffee capsules. It’s likely that these capsules will either become compostable or be replaced by regular ground coffee.
Plastic Bottles.
This is another plastic story. Sixty years ago, plastic was considered the material of the future. Global warming and pollution are changing people’s minds. Many households are already trying to use fewer plastic bottles, and it’s expected that they will soon give up on them altogether.
Trash Bags and Bins.
It won’t be long until waste sorting becomes an integral part of everyday life, not just in developed Western countries but in cities like Liepāja.
It is expected that people will become more diligent about sorting and avoid throwing all their waste into one bag. If I’m honest, some people in Liepāja are already doing this.
I see bags of glass containers left outside houses, as well as yellow containers for food waste. Yes, about phones… I’ll soon have a drawer full of my mobile friends a collection worthy of a museum.
Of course, these aren’t all of them, just the ones I had on hand. Maybe it’s because they all still work. Maybe it’s because I don’t specifically collect them.
It’s a paradox: new models come out, and the little devil on my shoulder says, “I NEED IT!”
Have a great day!
