Every human has it in him to deliberate on one and vie for the other. It's interesting how many shoppers end up buying what they weren't out to buy.
'Compulsive Shopping' as it is termed stems from several factors as dark as stress, anger, depression....sertonin levels et'al. But amusing is the facet wherein a normal guy is out with a clear mind on what he is out to get, and yet spends on the other.
I went out to buy me a pair of formal trousers. That's it and nothing else. Few shops and no luck later I unconciously was trying out shirts, then jeans, and then neck-ties. Finally I came home with jogging shorts and a tee-shirt.
It's common with consumers wherein they pin themselves to buying a certain something thus programming their left brain(where analytics, reasoning reside) like one does for everything from accounting to hoodwinking. However the right brain where DESIRE rests is left unchained. So, as one goes "just knowing what to buy" his peripheral vision (not the strained & programmed one) is let loose. The desires are let large. The left brain analytics tells him that he does have 'allocated resources' to expend and the lethal mix of the two gets the jogging shorts out of the rack and into the wardrobe.
Point: No reason why shops sectionalise clothes or their wares alike. Separate areas for shirts, accessories etcetera. A consumer out to buy a hat is as likely to buy sneakers as one out to buy sneakers. Supply adequate 'food' to the consumer's peripharal vision. Place a mix of 'desirable' and 'varied' items alongside.
It's oft that easy to shoot a determined consumer.
Comments