Seasonal decorations are a trap
Around the holidays, red and green store decorations may prime you to splurge, according to Kit Yarrow, PhD, professor of psychology and marketing at Golden Gate University in San Francisco and contributor at PsychologyToday.com. Red stimulates and energizes, she explains, noting that waitresses who wear red uniforms receive 14 to 26 percent higher tips than those in different colored outfits. And green is perceived as an optimistic color, associated with wealth and luck. As for those big, beautiful displays? Yarrow says retailers often put the priciest items toward the center, where you’re likely to look; research also shows you’re significantly more likely to buy something you touch. Stores may also use seasonal scents—pine, or peppermint—to encourage you to shop longer and spend more.
Wear high-heeled shoes when you shop
One recent oddball study found that when consumers’ minds were focused on staying balanced, they were likelier to choose a mid-range product instead of a pricier or low-quality one. If that sounds too uncomfortable, shopping after a yoga class or even after riding an escalator had the same effect, the Brigham Young University study authors told HealthDay.