Suffer. Spend. Repeat.

http://www.nytimes.com/2012/12/09/opinion/sunday/suffer-spend-repeat.html?n=Top%2fNews%2fHealth%2fDiseases%2c%20Conditions%2c%20and%20Health%20Topics%2fPsychology%20and%20Psychologists&_r=0

This article touches on the stress of shopping and what retailers are doing to increase the amount of impulse shopping of consumers.  Evidence suggests, as stated by the article, that the less comfortable shoppers are during their shopping spree, the more money they are likely to spend.  This is why they play the same songs over and over and throw tons of ‘money-saving’ deals at us.  Playing the music at high volumes overstimulates us, augmenting chances of impulse purchases.  Studies mentioned in the article even include musical selection intended to increase tips in restaurants.  The sense of olfaction is also visited, stating that seasonal aromas connect shoppers with seasonal products.  Other interesting marketing techniques mentioned include the fact that supermarkets put bread and milk on opposite ends of the store to increase distance traveled past non-essential items.

This article was very entertaining to read because I could connect, as a consumer, to many of the ploys mentioned to be used by retailers.  At this point, I haven’t gotten the chance to do much holiday shopping, but I will be playing much closer attention to strategies used by stores as I do venture out to purchase gifts for family and friends.  The article does not go into much detail regarding the biological processes underlying the situation, but through this class, I could deduce that many reward neurotransmitters are active whilst shopping in the conditions aforementioned.  As one of the oldest senses in vertebrates, olfaction was mentioned to have significant effect on our impulsiveness.  I’m sure there are many more articles noting how our senses can have underlying, subconscious effects.  Retailers are probably also always looking for the latest research to increase sales, so while you’re out making your last minute purchases, take a look at what type of techniques retailers may employ urging you to buy their products.