If so, you’re not alone.
On the contrary, in fact: it made them suspicious. In a series of experiments conducted using graduate students at Philadelphia University, researchers discovered that when men saw an advertisement with the prices written in red, they believed that that retailer was offering greater price savings than those printed in black. “Men are less 106 Carat G practised shoppers and they see the red as a useful shortcut. “But perhaps the biggest problems facing retail right now is austerity. Not only that, they felt very positive about making a purchase, too. ‘Am I getting tricked? “Women also seem to have a far more accurate recall of the prices in advertisements than men. “Shops tend to create very positive upbeat retail environments in the run-up to the holidays but the customer is often highly stressed, anxious and half-depressed with Oris Bc3 Advanced Day Date Mens Watch 01 735 7641 4263 07 4 22 05G financial concerns,” she explains. Or avoided shops during the festive season because Paul McCartney’s Wonderful Christmastime doesn’t match your mood? Oxford link Main menu Search Google Appliance Enter the terms you wish to search for. “”When I looked at people in a bad mood and asked what kind of retail environment they wanted, they said if it’s positive they don’t like it and won’t buy anything,” she says. “When we told men they have to pay attention, the effect of the colour red went away. “Then, of course, there are factors which retailers can’t control like the unpredictable British weather that can also have a huge impact on the mood of shoppers. “Ultimately, it works against the retailer. Leonard Lauder, chairman emeritus of Est e Lauder, claims you can judge the economic climate by the sale of red lipstick. They Oris Bc3 Advanced Day Date Mens Watch 01 735 7641 4263 07 4 22 05G don’t want to chat and answer questions about their family. Red price stickers, though, are probably here to stay. It turns out the psychology of shopping is more counterintuitive than you might think but, perhaps unsurprisingly, gender is a major factor. For women, on the other hand, the red had no effect. The Effect of Red Versus Black Prices on Price Perceptions published in The Journal of Retailing. “It is not advisable to match their anger,” she says. “But if someone is in a bad mood or a rush they want a sympathetic sales person, to be left alone or to be served more efficiently. “In nice weather more people are out and about seeing products and shopping and so that is going to increase sales,” she explains. Unsurprisingly, luxury and high-end products such as perfumes, cars and clothes suffer, she says though some thrive.
“This finding flies in the face of retailers who think they need to provide incentives to sales people to always be Oris Bc3 Advanced Day Date Mens Watch 01 735 7641 4263 07 4 22 05G friendly and happy,” she explains. “If you show a woman an ad in red, the woman is sceptical of what is really going on and thinks she has to be extra vigilant. “And whilst Puccinelli believes women buy the red lipstick to cheer themselves up, some of her colleagues have found that women use it to make themselves more conspicuous and attractive to find a man in times of austerity. They all thrive. The premise is that women will treat themselves to a lipstick instead of buying something more expensive during an economic downturn. Walked out of a shop because the sales assistant was too chatty? In fact, your behaviour reflects that of a typical consumer, according to one of the world’s leading experts in consumer psychology, Nancy Puccinelli, Fellow in Consumer Marketing at Sa d Business School. “It’s interesting, because mascara takes a hit but eyeshadow, lipstick and blusher don’t.
Find out more Video highlight The Unseen Boat Race trailer What it takes to prepare for the Boat Race A new short video series shows an athlete needs to make it in the Blues boat for 2017. “It could simply be that men are not motivated to think deeply about an advert so they don’t process them in depth or don’t care,” Puccinelli says. “Women process information in retail in much more depth than their male counterparts do,” Puccinelli says, referring to a recent study she co-authored Are Men Seduced by Red? Although she’s not yet done any specific research on the impact of the prolonged heat wave that gripped Britain for most of this summer, she predicts it will have greatly boosted retail sales since 60 to 80 per cent of consumer decisions are made at the point of purchase. You also see an increase in the sale of fast food, alcohol and confectionary, too. “And while many retail managers are convinced that dazzling decorations, smiling shopkeepers in red Santa hats, and recordings of Mariah Carey’s All I want for Christmas is You will pull customers in during the festive season, ironically it is quite the reverse, according to Puccinelli. “It’s called the lipstick effect in a recession when we see an increase in the sale of colour cosmetics,” Puccinelli explains. They couldn’t afford a fancy restaurant, but they could afford McDonald’s or a Cadbury’s chocolate. Motivate them and make it important, and they are much better shoppers. ‘ she asks herself,” explains Puccinelli, who holds a PhD in Psychology from Harvard. The Psychology of Shopping 11 October 2013 The Psychology of Shopping By Naomi CantonHave you ever assumed something was a bargain just because the price was written in red?
“In another study, Puccinelli found that sales people that can correctly read the mood and non-verbal cues of customers are perceived Oris Bc3 Advanced Day Date Mens Watch 01 735 7641 4263 07 4 22 05G by the customer to be providing a better service. In spring 2009 Americans were using these products to pick up their mood. “It suggests that customers don’t always want a super-happy salesperson. The key Frederique Constant Mens Fc700smg5m6 Maxime Manufacture to a successful sale, then, is to read the mood of the customer and then to either match their mood or tone down a positive feeling, she explains. With Britain now forecast to be heading for its fastest expansion since the financial meltdown of 2008, it will be interesting to see if red lipstick will quietly go out of fashion.
“Rain and snow hits retailers very badly, as we saw in the cold spring.