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Psychologist Dr. Bonny Forrest on the psychology behind consumers’ behavior and retailers’ marketing during the holiday season.
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-- -- -- of CNET maybe you've been a part of it.
Half greatest holiday shoppers beating down the doors and -- competition all of request for a quick deal.
And a kick -- to the shopping season is no exception.
Online retailers posting their biggest day ever on Cyber Monday.
Shoppers driving sales up 30% from last year and the number of folks buying on their Smartphones went through the roof up more than 96%.
So what exactly is going on in the minds of the shoppers and Howard businesses playing off their psyche.
To post huge profits we -- the psychologist Bonnie forests is here.
To help -- thanks for coming on the show.
-- paying for hello my and in the minds of these shoppers we see these pictures these people chanting -- to these stores at 2 in the morning 3 in the morning.
Wouldn't you think -- Well you know I think it's a couple things first of all feelings.
You have people who have had disappointments are disagreements over the year and they think one way to fix this is to buy something.
I think also tradition.
I think it's become a tradition Moraga neglects the mall after dinner and go shopping and I think that's becoming more of -- tradition.
And I think finally -- it's also the retailers have -- -- to the notion of let's get something we might not otherwise get.
Have they are and I guess we are TO.
It.
Quite what is the site call the psychological games that the retailers are flying so now -- told us what's in the minds of shoppers but how -- retailers.
You know making -- of this.
Well you know I think this year especially Jerry you saw things and marketing that we're like.
If you don't get this now you're probably gonna miss out never get it and I think -- a lot of psychology behind that.
I think -- we saw about a lot I think there's also the gadget -- The idea that you don't need just the tablet you need these five things to go with that and if you don't have that your somehow not as good.
And then I also think I saw a lot of 50% today well you know what.
I went to the mall and the other day night in the day after and I -- side in the story that was actually greater percentage off so online.
You can't really do a lot of comparison shopping and I think they know about it play on that a little bet.
What -- the people are shopping by found by Smart phone now how does that change how they shop and how much they spend.
Yeah I think -- that's a lot of impulse buying so I think this one click notion that you content hit one -- two buttons.
You don't have to think it about it so.
A lot more impulse purchasing goes on and a lot more.
While I wanna look at that becomes I'm gonna buy that and the moment because it's become so easy now -- now you have to think about that's -- -- Then returning it is all that much harder right.
Because you get our wrap it up and send it back is opposed to you know if it's a retailer in your neighborhood just -- -- back to over.
Well I think that spread I think think about all the things that you've probably not returned in May be just given away and I think retailers sort of bank on metal that.
I know how to people -- and and you know people -- do crazy things sometimes -- how do you know that somebody's gone over the edge.
Well I when people come and talk to me Jerry I look for a couple things one is this really affecting your relationships.
So number one people reason what one of the number one reasons people get divorced is about budget so -- consistently exceeding a budget.
And you don't have money for necessities -- every day things that's a problem.
If you're buying a lot of close your buying things you're putting him in your closet never using them.
That's a problem and it is starting to feel guilty about it -- you're starting to try to hide it from other people.
Then you really know that it is a problem and you need to get some help.
Well you say -- interesting things help people out in this situation.
-- here if you're buying alive and you wanna rain and then you say thank you -- wait and wait 24 hours.
Just hold off its really important.
Yeah I think it's really important to do that I really encourage people to do that you see something you love.
It's highly likely it'll be there in 24 hours and my -- -- the price will come back around maybe before Christmas or after Christmas.
And if you just wait a little -- I think you can let some of the -- go down you can say to -- really need this into our really want us you also say by after the -- -- cash.
And don't storage credit cards online all great advice.
Doctor Bonnie thanks for coming on today appreciate your time.
Thank you yeah.
