How shopping sites are using psychology to trick you into spending more — and 3 ways to avoid them
"The communication needs to be tailored for how that customer interacts with your brand," Madia said."If they bought a down coat and they live in a zip code that has a four-season climate, in the spring, you may want to show them some rain coats, and then you have a better shot of getting them to complete a transaction."Apple Pay and buy now, pay later
"You may want to pick up in store because you want the item faster than it can be delivered," Madia said."But there's a good chance that you will buy something else while you're in there."Implying that an item is scarce taps into what Goldberg from Publicis Groupe called our"lizard brain." Examples of this tactic include when a retailer says there's limited inventory of a product and it's not coming back in stock, when their website shows an item is selling fast, or when items can only be held in your cart for a limited window. While it may or may not be what Goldberg called"false scarcity" — meaning, retailers actually have plenty of the product in stock — there's no doubt it's effective.
Called was/is pricing, this tactic is designed to let shoppers know they're getting a good deal — or in some cases, trick them into it. "What you can't do is just say, 'oh, I'm smarter than the marketing, and I'm going to know about it and therefore avoid it,'" he said."What you can do is build new habits that make those tactics less effective on you."
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