無限播客
作者：Brigitt Hauck
Although most people don’t have those big sums to spend， buying in a time crunch is something we can all relate to.
Whether it’s buying Christmas presents on Christmas Eve， eyeing the clock as the sales draw to a close， or picking a purchase a couple of minutes before your train departs， we’ve all felt rushed into making a decision.
Reasons are：
1. Buying under pressure：
Dr. Tim Denison（retail psychologist）’s opinion： Consumers are more likely to do what the retailer wants. And they want you to spend more money. If you are under time pressure， you are basically looking for 1）cues and shortcuts in the process. You’ll be more likely to look at products that the retailer has positioned in places for you to pick out easily. So when a shopper is looking for a can of beans at the supermarket， they are more likely to pick out the more recognisable brand， the can placed at eye level， or the one with a price promotion.
So when an item is discounted， consumers focus on the discount as opposed to the actual price of the good， even if the ticket price is still high. You’re thinking ‘this is a bargain’ rather than ‘this costs £；100’. Most shoppers have felt the effects of this stress on more than one occasion.
2. Confusing choices：
Philip Graves（2）Consumer.ology author）’s opinion： Sales can put 3）undue pressure on buyers for two reasons. They usually last for a limited time and products on sale tend to have limited stock.