Customer Manipulation: Increased Spending: These Shopping Cart Tricks Affect Customers | news

Customer Manipulation: Increased Spending: These Shopping Cart Tricks Affect Customers |  news

Consumers often believe that they make rational decisions in supermarkets and discounters – Manfred Bruhn, Professor of Marketing at the University of Basel, explained to WELT almost 15 years ago: “70 percent of purchase decisions in a conventional supermarket are made emotionally”. And emotions can be controlled, he continues. The marketing industry is also constantly working on new strategies to manipulate customers in supermarkets and discounters, among other things.

Marketing expert Roger Rankel explains: Even the shopping cart influences consumers

No one can completely escape the emotional manipulation of the marketing industry, even when shopping for the week. However, it can be helpful to be aware of some of these strategies so that you occasionally notice when following certain patterns. If this is successful, you can deliberately not buy the product with the most beautiful design, but rather give more consideration to the price-performance ratio.

In addition to particularly sluggish floor coverings, a special interior design, a temperature of exactly 19 degrees Celsius between the shelves, a specific price sorting of the offers and background music adapted to the age groups shopping at different times, there are many other manipulation techniques. Focus Online interviewed marketing expert Roger Rankel – he explains how even shopping carts influence consumer buying behavior.

Shopping Cart: Sloping bottom and minimal size difference encourage customers to spend more

On the one hand, the bottom of all shopping trolleys is sloping and slopes down towards the handle. This can be explained structurally, since so many cars can be pushed together to save space. However, there is a second reason for the sloping floor: According to Rankel, the slope causes the goods that are already in the trolley to slide towards the handle and thus out of the consumer’s field of vision – if they have not already picked them up Put it pragmatically at the lowest point from the start. Because they don’t see what they have already chosen all the time, they buy more, according to the expert.

In addition, there are shopping trolleys in some supermarkets and discounters that are only slightly larger than the standard model. Rankel explains: “[D]then we buy more. It’s been proven.” If the size difference is too big, the trick won’t work.

Editorial office finanzen.net

Image Sources: Lisa S. / Shutterstock.com

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