Psychologists decided to try to find out what goes through shoppers’ heads when they pick up supermarket bargains. Using an MRI, Bangor University researchers simulated a typical weekly shopping trip, allowing shoppers $100. Volunteers were asked to choose from an array of discounts and buy-one-get-one-free deals displayed on a screen inside the MRI machine. What scientists discovered is that decisions become less rational over time. Consumers think logically for the first 23 minutes of shopping. After that, emotions begin to take over, and by the 40-minute mark, mental fatigue sets in, causing rational thought to decline significantly. It seems that BOGO deals are the most popular supermarket promotion among shoppers, ranking ahead of price cuts and coupons. The study also revealed that today’s cost-conscious shoppers are very savvy and have a greater awareness of pricing, being willing to compare prices and using word-of-mouth or social media recommendations. Shoppers have, however, grown cynical about promotions, with many believing that price cuts are achieved by hiking prices first, or by reducing package sizes. Shoppers are now looking for solid reward-based offers, and they’re prepared to wait for them. The bottom line for retailers: Use promotions too often and shoppers re-adjust their price expectations to the promoted prices, rather than recommended sales price, and retailers can’t afford for that to happen.
