A few days ago, the pre-sale of Double Eleven began. Have you started buying again?
It has been going on for 14 years since the Double Eleven shopping carnival that started in 2009. Although the series of operations of calculating deposits, final payments, and full discounts, finding coupons makes people dizzy, many people are still very enthusiastic about buying.
Why do we always buy and buy on Double Eleven? What is the psychological basis behind this? How can we not "shop"?
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Before Double Eleven
Double Eleven
After Double Eleven
After Double Eleven
I believe many people have experienced the above mental journey, cannot refuse the temptation of low prices and the recommendation of others, bought a lot of things that they did not really need, and ended up in regret.
Related studies show that consumers' dissatisfaction with impulsive consumer goods is as high as 62%. This kind of impulsive consumption that cannot be curbed may develop into compulsive consumption after cyclical repetition (such as the stimulation of low-priced discounts in various shopping festivals). According to the International Classification of Diseases (ICD-10), compulsive consumption is also a kind of obsessive-compulsive disorder .
An experiment on compulsive consumption shows that when those compulsive consumers view products, the nucleus accumbens (that is considered the center of brain happiness) is significantly activated, and their desire to buy is stronger.
According to this standard, many people are completely compulsive consumers on Double Eleven. The cycle is a shopping carnival every year. They impulsively stock up on a lot of things, unable to control their own hands, and regret it afterwards.
Why do we buy on Double Eleven?
. Behind the Double Eleven buying, there are actually some psychological mechanisms at work.
, anchoring effect
In psychology, anchoring effect refers to people being easily affected by previous information before making decisions or making judgments. This information is like a heavy anchor, allowing our thinking to make judgments based on this information, but such judgments often cause deviations.
During the Double Eleven event, some merchants used the anchoring effect to make people feel that things were cheap, but in fact they "raise the price first and then reduce the price", using a high price as the reference price, and then through preferential strategies, the price looks cost-effective.
, loss disgust
loss disgust refers to the degree of pain people suffer when they lose something, which is greater than the degree of happiness they feel when they get it.
A very typical coin toss game can reveal that most people have loss aversion: the rules of the game are to get 300 yuan with a coin facing up, and the coin facing downwards cost 200 yuan with a coin facing down. Most people are unwilling to play this game because although the probability of winning 300 yuan and losing 200 yuan is equal, people are more sensitive to losses and are unwilling to take risks. The same is true for buying and buying on Double Eleven. Now if you have discounts, you won’t buy it. After that, you will feel like you’re losing money.
, self-loss
Experimental research found that willpower will continue to be consumed with use, and psychologists call it self-loss. In this state, people have weak willpower, make decisions more irrational, and their behaviors are more likely to be out of control.
Before Double Eleven, people would restrain their purchasing needs, put a lot of things into shopping carts, and wait until the price of Double Eleven is reduced. This kind of restraint on shopping will also consume willpower. When it comes to Double Eleven, willpower breaks through the defense line, and shopping will easily be ignited by the anchor's "buy it!".
In addition, the complex discount calculation rules of Double Eleven have also made consumers transform into "mathematicians" and constantly consume consumers' willpower. Before they can clear the discount rules, their brains are already exhausted and they are more likely to consume impulsively.
How can I control my hands?
If you want to stop "shopping", you can try the following methods:
. Understand your consumption motivation and make a shopping list
Think about whether the current purchase is a real life requirement, whether it is a time out of boredom, or to express your identity, improve your confidence, or to improve your emotions and relieve anxiety. After thinking, we can reduce the number of times we "shopped" in some cases.
Then you can write the things you want to buy in a table and check whether there are existing items that can replace purchases, and do not buy things outside the list.
. Set your own consumption amount
Don't use credit cards, etc. for advanced or overdraft consumption. Try to use cash to pay, it is easier to understand your consumption amount.
. Try "retail therapy" and "shop"
If you see this, you still think I understand the truth, but you still can't help it, it doesn't matter. Buying appropriately is also a retail therapy that has a positive effect. Retail therapy refers to a set of self-regulation methods that self-regulate through shopping, release stress, and relieve negative emotions.
Buying appropriately can help people enhance their sense of control over life, relax, promote social interaction, and enhance their sense of happiness in life. A survey shows that among the people who are stressed, one in three people has used shopping to relieve their anxiety.
In the specific implementation, more offline consumption can be carried out to reduce online shopping. Research shows that the psychological experience of shopping in physical stores is better than online shopping. So try to go out of your home to consume, and consume more projects that can bring experience, such as fitness, dance classes, etc.
Organized: Dangmin
Source: Popular Science China, China Science Expo, Guangming Daily
