A consumer psychologist has warned shoppers of a sneaky price trick supermarkets employ to ensure they spend more – and it’s likely you’ll have fallen for it at some point
Have you ever ended up spending far more at the supermarket than you intended to?
It could well be that you’ve fallen prey to a very sneaky trick supermarkets utilise to get their customers to spend the pennies – even if they only nipped in for a pint of milk. This is according to one savvy consumer psychologist, who has urged shoppers to be mindful when browsing the aisles, especially when trying to stick to a budget.
It’s widely believed that packaged fruit and veg are pricier than loose items. However, this isn’t always the case, and your local supermarket could well be using this assumption to your disadvantage…
Indeed, according to Dr Cathrine Jansson-Boyd, from Anglia Ruskin University, supermarkets deliberately make it unclear how much you’re spending, per item, knowing many busy shoppers likely won’t take the time to double-check labels.
Dr Jansson-Boyd told Metro: “To ensure that people can’t instantaneously see what the price difference is, the packaged items may be priced per item whilst the loose ones might be displayed in grams. If items are not directly comparable, people assume that what they originally thought (that packed goods are more expensive) is correct. Hence, consumers can end up spending more than they intended.”
With this in mind, Dr Jansson-Boyd has urged thrifty-minded customers to look carefully at labels and to take a slower pace while shopping. She warned: “Take your time in supermarkets. Most people only spend around 30 minutes in there, and that means that they may spend around 20 seconds on each product category. That is simply not enough time to take in all the information.
“However, if people spend more time in store, it will allow shoppers to carefully think about price – and having a calculator may help!”
Supermarket marketing strategies can be very persuasive indeed, so know that if you’re currently grimacing at a receipt, you’re certainly not alone. This comes after an architecture and design expert took to TikTok to explain why supermarkets place fruit and veg near the entrance – with essential items stocked right at the back.
Reeves Connelly told followers: “Grocery stores will place the produce section right at the entrance so you’ll grab the fruits and vegetables first and then hopefully feel less guilty about grabbing junk food later on.”
He continued: “The only way to reach the exit is by awkwardly walking through the checkout lanes – it’s to discourage you from leaving without buying anything.”
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