Thanks to the Covid-19 pandemic, Amazon wasn’t able to have Prime Day in July this year, but from midnight pacific time on Tuesday, Oct. 13 through Wednesday, Oct. 14, the sale is on with exclusive discounts for Amazon Prime members.
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According consumer psychology expert Kelly Haws, like Black Friday or Cyber Monday, the idea with Prime Day is that Amazon “tries to throw a lot at a consumer to get them excited about this very limited time opportunity,” the Vanderbilt University marketing professor says.
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Given that, it can be challenging for consumers to navigate the sale without over-spending or buying things that they have no use for. So it’s important to be aware of how behave around sales and why, says Priya Raghubir, a marketing professor at New York University’s Stern School of Business who specializes in consumer behavior and psychology.
