Q: In the past, we kept it a secret when we got a bargain, why and how has that changed?
Karen: Discounts were once associated with misfortune but now in these uncertain times being thrifty signals financial mindfulness and planning which are increasingly attractive and trendy. Over 50% of Americans say they find thriftiness to be attractive so coupon clipping in private is a thing of the past and expect to see deals on social and even dating platforms. People want to share the love and their knowledge, and help others save as well. Thriftiness (deal sharing) has even become a covert way of flirting!
Q: Should a consumer pay ticketed price if they love an item?
Karen: If consumers don’t want to experience a psychological whiplash aka buyer’s remorse, I suggest purchasing an item on a deal would be gratifying in two ways. One they’ll feel euphoric buying something they love, and two that euphoria will increase when discovering they’ve saved money. This creates a permanent overall satisfying and happy experience, not a fleeting one.
Q: Why do we get a high when we buy something for less than the ticketed price?
Karen: Shopping and other compulsive behaviors stimulate the brain in the same way any addiction does. Though shopping with the intention to save allows us to incorporate mindfulness and minimalism, to avoid buyer’s remorse and buying an excessive number of items. There is also a delight to discovering a deal especially when it’s unexpected.
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