Consumer advocates warn that key sale events like Black Friday and Boxing Day don’t always offer the best discounts
Janneke Blijlevens, a consumer behaviour expert at RMIT University, says social proof is a common tactic used by retailers to drive up sales.
Another tactic called “confirmshaming” might then be used, making a consumer feel guilty if they opt out of offers. This message might appear as: “No, thanks. I’d rather pay full price and miss out on discounts.” “The moment the shipping appears, most people go ‘that is an additional cost to what I had calculated’,” he says.
“You get a satisfying positive reaction when you hover over the top of it which means that clicking on it finalises it for us,” he says. “There is some evidence even to suggest that this sense of closure gives us a little burst of dopamine, the reward neurotransmitter associated with pleasure.”
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