- So we've been talking about scams
that are, well, more immoral, if you will,
than people actually stealing from you,
like bad, bad people.
But there also are some marketing tricks
that stores use that aren't quite scams,
but they're tricks to help get your money.
So retailers will use your five senses to manipulate you.
All of our senses, they're so powerful,
and it affects the way we purchase things.
So, they use our sight to get us to buy things,
so what happens is colors are powerful things.
When things are red, what that means is,
to take action, it's sales, get it quick,
and it has this sense of urgency in people,
we don't even realize.
And then blue always comes across as more reasonable prices,
like oh, I can afford this; this is good; I can buy this.
But maybe you can't, but well, manipulation!
And then black is always like,
ah, very luxurious, and higher prices
so you may take your time a little bit with this
but it's just this ultimate luxury
that gets you to want something.
So they in their signage will use colors to manipulate you.
And they also use sight as you're navigating through stores,
so they'll actually use intentional roadblocks
to have you go around something to see something else.
And they also can make an illusion of bulk bargains.
So like Halloween, I always think about this,
when you go into Target or your grocery store,
and there's like all this candy,
and it just feels like oh it's all this quantity of things,
I can just buy something and it's not a big deal.
Yes, the illusion.
And also, studies have shown that people are more likely
to buy something that is in the center of the display.
All of your eyes focus on the center,
so the things stores want you to get,
well, put it in the center.
And we all know the old grocery store trick,
yes, where they put milk and eggs in the back of the store
so you have to walk through the aisles and see things,
and you buy things on impulse that you normally
didn't want to buy, a/k/a Doritos.
What, Doritos?
All the time, always.
And they also use touch, the sense of touch
because what happens is when you touch products
you are more likely to buy them; isn't that crazy?
But it's true.
So you think about grocery stores as well,
like all the produce, you go and you touch
and you feel something, more than likely
you are to buy them.
And my favorite thing in the world,
ah, makeup brushes.
Like I think about Sephora and all these beautiful,
wonderful stores that you walk in and they have, you know,
samples of everything and you get to see it, and you're like
oh yeah that's nice and you hear the,
(case snaps shut)
it just sounds like you're gonna be beautiful, right?
And you're like, I've got to buy it!
And just all of it together, the sense of touch,
well, you're more likely to buy things.
Smell, well, smells always get us don't they?
I mean, you see popcorn, what do you think of?
The movies, when you walk in, it's like oh yeah
we'll just buy some popcorn, no big deal.
Because in fact smell is the number one sense
that triggers your memory.
So, when things like homemade cookies are being baked,
it brings back memories of childhood,
and you feel good and warm inside,
and you're more likely to buy something.
And also when you go into the shoe department of a store
sometimes they actually put the scent of leather
through the vents, so you walk in
and it smells like leather!
I mean, I can't even believe it's possible, but it is!
And it works.
Yeah, mm-hmm, so be careful.
And then also, sound: this is an important one.
Because music can actually make things feel more expensive,
which is very interesting, and it taps into your emotion.
So when you have fast pop music,
I always think of like, Forever 21,
or kind of like more teeny type stores,
there's always loud pop music
and it gets you to have impulse purchases
and you're like oh yeah it's not that big of a deal;
these sunglasses are like two bucks,
I'll buy them, sure why not?
And get you to buy impulse things.
But then the slow music, more of the time in luxury stores.
You take your time; it's calm and relaxing.
The salesperson talks to you, brings you
possibly even food or a drink over,
and you take your time and it sets the mood
for you to prepare to buy something more expensive.
Now last but not least, taste.
Yes, thank you Costco samples, right?
When you go into places like Costco
or even the grocery store, they have things here
and you're like oh sure I'll taste this
crazy cheese configuration thing
and then you eat it and then it's like
that is so good, how do you do it?
And they're like oh just buy these two products
and you put them together, and then you go home
and you make it and it never tastes the same, does it?
Nope, never.
But they got you to buy it, it's amazing.
So, while again, these things are not scams,
make sure that you're aware so that
when you're walking into a retailer,
you know what they are thinking about,
because they are smart, and sometimes, well,
we're not, and we spend money we shouldn't.
(upbeat techno pop)