No matter how vigilant we try to be against the tricks of the trade, I’m pretty sure we’ve all fallen victim to seemingly ‘innocent’ marketing traps at one time or other. It’s the .99$ promos, the membership discounts, the buy-1-free-1 deals. We think we’re getting a bargain; that we’ve outsmarted the game. In reality, we’re all just suckers in a system designed to separate us from our money by playing on our wants – and turning them into ‘needs’.
Case in point: despite being well aware of all of the above, I still fell victim during the recent year-end sale. I didn’t NEED a bunch of body butters in various scents when I already had some at home that would have lasted me for at least two months. I just FELT like I needed them, and because “it would be a shame not to buy them at a discounted price”. But the loser at the end? Me. Because I ended up spending more. Score one for corporations, zilch for Eris.
So how exactly do companies get you to, in sales speak, ‘go through the purchase funnel’ ? (ie buy their stuff) ? Let’s take a look:
Ever searched up something online, then got constantly bombarded by advertisements of related products and services? This is because despite all the assurances of privacy and etc., companies DO collect data about you and your browsing habits – to be used or sold to potential advertisers to create targeted ads. Some websites give you a heads up that they ‘collect cookies’, but it’s all just a show to appear transparent – because many of these sites do so without asking for permission anyway, and there is no way to regulate this. This is probably why you’re seeing a lot of hotel deals on Facebook, after looking up airfares to Langkawi. They can wrap it in fancy terms like ‘tailoring a more personalised experience’, but I’ll call it what it is: digital stalking. And they’ll keep showing you ads – until you finally cave in.
I recently shopped for items on The Body Shop online, since they had a promo and were giving away freebies (another way of sucking you in to buying stuff…coz who doesn’t like free stuff?). For the next few days, I kept seeing ads for body creams, lotions and fragrances. Inadvertently, it weakened my resolve – and I ended up buying more items from Bath and Body Works, which I did not actually need. Was it my fault for succumbing? Partly yes – but that’s how companies target your psyche, and ultimately push you into action.
Behold the magic word.
Malaysians love freebies and discounts. It’s the reason why many of us don’t mind lining up for hours on end just to get a free bag which would probably have cost 5 bucks. Was it actually worth it? Maybe not, but hey. It’s free, right?
But is it really?
Here’s an example, again from my experience at The Body Shop. So aside from buying online, I also bought from their physical store, to get Christmas gifts for friends. The sales person suggested that I sign up as a member, which would entitle me to a 20% discount. But to be eligible for a member, I had to purchase a minimum of RM80, and my gifts were like RM20 short. I ended up getting body butter for another 80 bucks. -___-
Did I actually NEED the body butter? No. But my brain basically rationalised the purchase, saying ‘Hey, you got that for a 20% discount!’
Related to the above. I also commonly see this at Starbucks, where the barista will ask if you’d like to upsize your drink for an additional 1 or 2 bucks. Question is, do you actually need to drink that much ? Or are you just upsizing because you think that you’re getting much more ‘value’?
I can’t remember where I read this, but I once came across this saying that companies don’t sell products; they sell FOMO, or the fear of missing out. Buyer’s psychology is such that we feel the need to one-up, to get (or at least believe that we got) the best value from our purchase.
The sales tactic works extremely well for this. The end of the year is especially brutal, what with the 10.10, 11.11, 12.12, Christmas and new year’s sales. Yours truly can testify, having held out for all of them except for Christmas, and more recently, Bath and Body Works new year sale (bought another body butter and a candle for RM39 each). Speaking of which, the .9 tactic is another way companies make you believe that you’re spending less, and that you’re getting a deal. Because again, buyer’s psychology is such that RM39 seems much more appealing than RM40, despite it being just a RM1 difference.
While I’m sure many people are well aware of all these little marketing traps, it can still be difficult to resist at times – especially in this day and age where we’re constantly exposed to marketing messages of buy more, spend more. Unless, of course you have a willpower of steel. For the rest of us, we’ll just have to be more conscious about our purchasing habits, and be more intuitive in our spending.
Now excuse me while I go apply some of those damn body butters I don’t actually need.
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