Purchasing psychology: How to leave the furniture store without candles
Would you like a little more? Sales professionals want customers to turn as many products as possible. So resist the seduction in the furniture store.
The plan was to buy a shelf - but then there are also candles, napkins and decorative pillows on the receipt. The buying frenzy in the furniture store is wanted. Sales professionals trick the subconscious of the customers. "Neuroscientists say that 70 to 80 percent of buying decisions are made unconsciously," explains Christiane Manthey of the Consumer Center Baden-Württemberg. How can customers protect candles before buying a bulk pack?
Take children with you
The prerequisite for the willing customer is relaxation. Then put on the department stores. Because: "When we are stressed, we do not buy," explains Hans-Georg Häusel, brain researcher and consumer psychologist. "In a good, relaxed mood, on the other hand, we buy around ten percent more." That's why furniture companies usually switch off a stress factor right from the start: bored, whining children. Very many houses therefore provide child care with playground, painting and crafting. This allows parents to concentrate fully on shopping.
Are the adults only in the furniture exhibition, waiting for the next shopping traps, explains consumer advocate Manthey. "The entire structure of such houses should serve to increase sales." A popular method: Many furniture stores use their products to design complete rooms. "Most people are not sure about their taste," says Hänel. "These complete images, from which you can buy each item separately, give them some kind of guidance."
more on the subject
This includes accessories. "In the case of home furniture, for example, one usually finds the pillows directly, which makes impulse purchases possible," explains Manthey. Accessories are becoming increasingly important for furniture stores anyway. "In the past furniture was mainly sold in the furniture store, there were dishes in the household goods store, beds in the bed shop, and now it can not be separated."
The phenomenon also knows psychologist Häusel. "The accessories are almost the main source of income for some houses." Rising sales are guaranteed to dealers - even if the customers do not necessarily need the products. "We always buy stuff we do not need," says Häusel. Example bedding: Actually, the closet overflows from sheets and covers, but new bedding ends up in the shopping cart, because the design is so pretty.
"The reward system always wants more"
The reason for this is rooted in human biology. "Our brains are on reward, and buying a lifestyle item is such a reward," explains Häusel. However, the feeling of elation wears off quickly. "Twice the bedding is raised, then you're happy about it." The third time it is already part of the inventory, "says Häusel. "But the reward system always wants more."
So what can one do to keep the upper hand over the lower instincts when buying furniture? Brain researcher Häusel says, "If you know the mechanisms, you can discipline yourself." That can be exhausting. Because the brain is lazy and prefer to switch to autopilot - and Schwups we have three more items shopped, summarizes Häusel.
Consumer advocate Manthey advises customers not to go to the furniture store to be inspired there. If you want to save money, you should think carefully at home about what is needed and keep it on a shopping list. Menthey recommends, "You should prepare yourself beforehand, and think carefully about what you need and actually want to take with you."