In addition to artificial scarcity, a number of psychological ‘tricks’ to satisfy affective behaviour contribute to the success of trivial consumer seduction. The scientist Michael Rasimus from the DHBW in Karlsruhe is investigating these affective stimuli that contribute to purchase manipulation.

Karlsruhe, October 04th, 2024 – The most fundamental question in economics is always: „Why do people do business“? This is precisely the starting point for affective economics. People react more impulsively and completely ignore other rational aspects. Products are originally made to satisfy human deficits, to serve them.

The industry has been working with special forms of psychological phenomena for many decades in order to artificially increase and certainly as an extension of a form of modern colonialism. What is increasingly coming to the fore, however, are the detrimental effects of a large form of mistrust towards the providers. Suppliers are therefore splitting into companies that generate revenue in the short term and have less chance of survival in relatively difficult times. Companies with medium to long-term goals, on the other hand, have a better chance of survival and build trust in the long term.

Michael Rasimus is Head of the Eye Tracking Laboratory at the Baden-Württemberg Cooperative State University in Karlsruhe. He describes how neuroscience and consumer research affect consumers` purchasing behaviour and what role psychological mechanisms play in this. Much of what has long been assumed has been confirmed.

Prime Deal Days, Singles Day, Caber Week, Black Firday or Cyber Monday all have in common an artificial shortage and thus form a kind of mass magnet in the sale of products.
„Many shoppers expect exclusive and limited-time offers that are heavily advertised and promise high discounts,“ explains Rasimus. „Fear of missing out“ means the fear of missing out on an attractive offer. A driver that also supports the brain’s reward system. The prospect of catching a bargain is enough to set this process in motion. „Messenger substances such as dopamine provide feelings of happiness and increase emotional desire,“ Rasimus explains further. What is often referred to as a shopping frenzy has a lot in common with addictive behaviour.

Trigger stimuli such as red discount labels also influence purchasing behaviour. „Red discount labels or crossed-out anchor prices such as the RRP (recommended retail price) suggest huge savings,“ says Rasimus. Limited availability and a countdown create artificial pressure and inhibit rational thinking.

An extensive collection of customers‘ purchasing habits offers the opportunity for a targeted personalised approach. The probability that consumers will be easily guided to their favourite product is therefore very high, especially as algorithms design this development. However, it is also clearer here than anywhere else that this is also accompanied by the development that people are becoming increasingly aware of what they actually need.
Despite all the temptations, Rasimus advises a conscious approach to the offers: „Many people get carried away by the atmosphere of such events and make ill-considered purchasing decisions.“ A variety of other online tools make it possible to compare prices, choose from a wide range of providers or even decide whether to buy online or shop locally.

„A deliberate pause between discovering an offer and the final order can help prevent impulse purchases.“

Another piece of advice from the expert concerns the inhibition threshold in the payment process. „Flexibility in the payment process reduces the so-called ‘price pain’ – the immediate feeling of losing money. That’s why people tend to spend more if they don’t have to pay immediately.“ His tip: „Paying directly after the purchase helps you to keep a better eye on your budget.“

ImageSource Karolina Kaboompics DHBW Karlsruhe//RM