Shopping momentum occurs when an initial purchase provides a psychological impulse whose momentum drives the purchase of a second, unrelated product... Momentum occurs because the initial purchase moves one from a deliberative to an implemental mindset, thus driving subsequent purchases.So how do you get in the zone? Shopping has two distinct phases. First, you wisely deliberate a product's value. Once you decide to buy, you reach the second phase, where it becomes easier to make additional, more expensive purchases, without returning again to the deliberative phase.
Planning can derail mindless spending. Keep your money in separate places to create a pause between decision and purchase. Like with grocery shopping, make a list before hitting the mall to avoid extraneous purchases. If you want to browse, ask salespeople to hold items and come back the next day to re-evaluate your selections with a thrifty friend.
Buyer Beware: Shopping Can Lead to More ... Well ... Shopping [Stanford Graduate School of Business]
The Shopping Momentum Effect (PDF) [Journal of Marketing Research]
(Photo: enmanuel)
Seriously though, I'm one of those people who always used to dismiss this sort of dynamic as "excuses", until I realized that I had previously engaged in exactly the sort of behavior we're describing.
]]>Helps me decide if I a) really want it and b) can really afford it.
]]>I put stuff in my shopping baskets on line and then I go back a couple days later or a week later and if I still want or need the item I purchase it. I've had stuff in my amazon.com basket for months (its also fun to watch the prices go up and down).
I also stick to a list when I shop, not on the list I don't buy it. If its something I really need it can go on the next list.
]]>So if we want to browse at the grocery store, do we ask the floor people to hold our bread and eggs til tomorrow?
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