How we change what others think, feel, believe and do
The ChangingMinds Blog!
Christmas is a boon and a bane for retailers. For many, it's a major business period where a large percentage of the year's sales are transacted in a very short space of time.
But boom is followed by bust, and the Christmas spending spree is followed by a tightening of the belt in the new year. To get the great spending public to unbuckle their tightly-bound wallets again, retailers are forced to turn to two psychologically-irresistible force: the power of scarcity and the power of greed.
Yes--it's the January sales.
Stores put on sales that use the principle of scarcity to literally scare us into buying. When we perceive a limited supply, we fear that somebody else will buy before we do, showing us to be both unable to control the world and inferior to those who got there first.
This is compounded with the power of greed, where alluring displays and apparent low prices make us desperate to acquire and possess. A bargain has been defined as something that you can't possibly use at a price you can't possibly resist.
So off I go, sallying forth to do battle at the bargain coalfaces in the high streets and massive malls nearby.
Wish me luck (and big elbows)!