21st Apr 2017

Three ways you’re seduced into spending money every day

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older couple being seduced into spending
Amelia Theodorakis

It might be an appetising aroma, a free sample, how soft the carpet feels under our feet or the feeling we get when we look at an ad. These factors have a significant influence on what we buy and how long we spend in a shop. 

Shops use secret sales tactics
From deliberately selected background music and product placement on shelves to offering ‘bargain’ sale promotions, shops use an incredible number of clever tactics to make it as easy as possible to spend money. Businesses put a lot of money into researching the best methods to make customers feel good about buying products and to provide an enjoyable shopping experience. For instance, researchers have found that playing classical music in shops can entice people to spend more money, since it’s associated with affluence. Marketing designers also know that you will spend more time wandering about inside a shop if a song you like is playing over the loudspeaker.

Brands attach themselves to causes we care about
A recent study found that 71 per cent of customers would choose to purchase a product that supported a cause over one that didn’t. Companies know that it isn’t enough to appear honest and produce a good product – that won’t necessarily win them customer loyalty. They also need to appear ‘human’, to care about the causes that resonate with their customers. One major marketing pop-up since the rise of environmental consciousness is the environmentally friendly cleaning product. Supermarket shelves are now jam-packed with products labelled as ‘natural’, ‘organic’, ‘biodegradable’ and ‘earth friendly’. What other brands can you think of that align themselves with certain causes?

You’re made to feel this product will change your life
How else will advertisers convince you to buy a product unless you’re made to believe you can’t live without it? The root of all marketing is to convince you that a product will somehow improve your life. Sometimes, it’s as subtle as a cologne advertisement of a handsome, brooding man surrounded by busty women. At other times, it’s a more explicit message: buy this weight loss product and you’ll be happier – we promise! Advertisers know you work hard for every dollar you earn. If they want a chance at making you part with your hard earned cash, they can’t just make you want a product, they have to make you need it.



Until De Beers launched its famous ‘a diamond is forever’ ad campaign in 1947, diamond engagement rings weren’t important. Next time you’re out in the street, at a shopping mall, flicking through a magazine or watching telly, notice the way advertising preys on your insecurities and desires.

Related articles:
Are you an emotional spender?
Five ways shops make you spend
How to make some extra cash





COMMENTS

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Idontforget
21st Apr 2017
10:34am
And another, advertising a product at, say $7.99 when they know they cannot sell it at this price, the real and true price is $8.00. I refuse to buy anything at a shop that uses this practice, what it means that they are treating you like an idiot.
Old Geezer
26th Apr 2017
4:17pm
If it was advertised online it would be $7.97 as for some reason a price ending in 7 sells the best online.
Nerk
21st Apr 2017
11:01am
Coles like to play 1970's music in the back ground on pension day, what a coincidence, makes you all happy and get spending....
Charlie
21st Apr 2017
11:22am
I didn't notice I wear ear plugs when I go to the supermarket, although sometimes that's not enough.
kika
26th Apr 2017
7:00am
me too charlie. i love music and just hate the stuff they play in supermarkets, shopping centres, lifts, toilets and most cafes.

always have ear plugs with me.

have never heard classical music in any of these venues. i would shop there if the music was enjoyable.

shopping is a nightmare for me.
Charlie
21st Apr 2017
11:25am
The more money you have, the more you are seduced. If you have no money it doesn't matter if you are seduced, by the advertising that is.
Old Geezer
21st Apr 2017
12:29pm
The more money I have the less I get seduced. Advertising is a complete los on me I'm afraid.

Funeral directors have to be the worse as they play on your emotions when you are the most vulnerable. I was talking to one a few weeks back about the act I didn't want a funeral at all. I just laughed when he told me that by doing so I was putting stress on everyone and not allowing them to grieve and that would cause all sorts of mental problems. A couple of days ago there was a show on TV that confirmed my suspicions in that they do this just to get you hooked into paying them a lot more for their services. So it straight to the funeral pile for me and a BBQ at my house with all the trimmings instead of paying it all to funeral directors.
Charlie
21st Apr 2017
6:06pm
But there still has to be somebody to take your body from where it dies to the big fire, or to the hole in the ground. That is still called a funeral and it costs about $6000.

Depending on what state you live in there are all kinds of regulations that prevent a body from being picked up at the hospital and transported privately.

Also the funeral directors are the first ones who have to be paid out of your assets. Only by being completely destitute, do you escape the cost of your funeral, in which case the state pays for it.
KSS
21st Apr 2017
7:52pm
Donate your body to science and they will collect it. Problem solved.
Mary
21st Apr 2017
11:50am
What shops or supermarkets play soft music? Where I shop the music is so loud I wear ear plugs. It isn't only loud it's tuneless. In fact the singers? often sound as though they are in pain. I know how they feel.
Triss
21st Apr 2017
2:23pm
I have to agree with you, Mary, I've lost count of the times I've left shops without buying because of their nosebleed volume, inane music. If you can call it music.
Eddy
21st Apr 2017
12:22pm
Another put off is these shops that think filling the air with pungent smell, from candles, incense sticks or spray cans, make a 'pleasant' shopping experience. Nothing outs me off quicker that this offensive odour. Some shops are so bad one has to stop breathing while passing them on the street. Does have it's positive side though, stops my wife and myself even looking at the shop, therefore we cannot be seduced by subliminal marketing.
Eddy
21st Apr 2017
12:26pm
I meant to add that I have a sure fire way of dealing with this cacophony of noise that masquerades as music, I simply remove my hearing aids.
Old Geezer
21st Apr 2017
12:30pm
Have you noticed how eerie it is when the music is not playing?
Triss
21st Apr 2017
2:24pm
No, Old Geezer, I love shopping in a quiet shop.
Rosret
21st Apr 2017
5:19pm
Eddy, a new local shopping complex I would regularly frequent had a terrible smell when I would go passed one of the large department stores. We were convinced it was a sewerage leak and felt sorry for the store employees.
It wasn't until sometime later I dropped into a small dress shop nearby and said to the shop assistant."Oh dear, your shop has that horrible sewerage smell too!"
Well - foot in my mouth - she explained it was her incense and the other customers loved it!
However, I have never smelt it since.
Mary
21st Apr 2017
12:34pm
Music would be alright if it was softer. Much softer!
Old Geezer
21st Apr 2017
1:40pm
No It should be louder to drown out the noise of those howling kids that don't want to be there.
Charlie
21st Apr 2017
6:24pm
When they first started it, they called it background music and it was supposed to provide a relaxing environment for the shopper.

These days it is more for the staff who do boring jobs and don't want to think too hard, or it may distract them from what they are going to do on the weekend.

The type of music is usually tapped directly from a radio station where the DJ seems to control the broadcast volume. There is usually a female singer who has discovered her highest, longest and loudest note and she sings a song specially written for her, around her best note. The backing group consists only of a drum machine that goes thud thud thud thud, pop, pop.
Mary
21st Apr 2017
1:52pm
Good point, OG.
The pom
21st Apr 2017
4:36pm
You mention the "Diamond is for ever" by De Beers. That is true as the mark-up on a diamond ring is so massive that there is no way you will be able to sell it, so you will keep it forever.
Rosret
21st Apr 2017
5:04pm
There are degrees offered for marketing. There are so many strategies and a wise business pays for a window dresser. The difference is amazing.
A clever business will use strategies you don't notice because you are immersed in the presentation and the wonder of opportunities being sold to you whether it be in Myer, Flight Centre or Bunnings they know what they are doing.
Even those reward cards are to determine your purchases and target sale items just for "you".
I love it - its the difference between being offered a beautiful meal instead of frozen meal in a black plastic dish.
mike
21st Apr 2017
7:50pm
I only buy things on special. There is always something on special somewhere, from an automobile to a camera to a tub of margarine. Somewhere, if you wait long enough.
Beeman
22nd Apr 2017
12:29am
Any written promotional programme designed to sell something to me must follow this pattern.
Whether selling to me a loaf of bread or a very expensive item it must be no longer than an A4 page. The first paragraph must state what is being sold; why it might attract me; and the price. If any of those 3 items is not in the 1st few lines then I switch off.
Beeman
22nd Apr 2017
12:30am
Any music of any sort in a shop and I walk out.
PlanB
22nd Apr 2017
8:16am
Darn background music -- or ANY music drives me insane --- why we need to have it I do NOT know -- even while waiting on the phone -- or in a doco WHY!!!!!!
I object to them stating 99 cents -- it is just a ripoff and dishonest and most do it.
I am not fooled by any of their con jobs as I read ALL labels and make up my own mind.

However, if you use a card then you do get charged the 99 cents and it evens out
kika
26th Apr 2017
7:05am
me too plan B. hate the stuff they play as i am a music lover and cannot tune it out.

i also hate the TV sets which abound in shops, hospitals, waiting rooms, etc. usually tuned to a commercial channel with even more annoying ads, etc.

why are so many people frightened of silence? or is it that many have poor hearing?
PlanB
26th Apr 2017
7:14am
So with you on this kika, also the darn music they play while waiting on the phone -- why can they not play some interesting information instead -- would pass the time much quicker.

Seems no one likes silence and the crap they play SO loud in the shops that the younger ones shop in is deafening and dreadful -- I asked a worker in one of these shops as it was deafening and she said they LOVE it and can't work without it.
Mary
26th Apr 2017
3:35pm
I've spoken to some of the young shop assistants and some say they hardly hear it and others say they can't stand it. Today at a shopping centre there was loud music and a loud radio competing with it and I had forgotten my ear plugs. Ugh!!


Tags: money, spend, save

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