Did you know that you significantly increase your receipt because of a bad reflex by shopping? A recent study revealed that this current practice led to expenses up to 41% higher. Explanations.
The current economic situation pushes many homes to seek solutions to reduce their expenses on a daily basis. Between energy, leisure and food, it becomes essential to optimize each euro spent. And yet, despite all the efforts, an error infiltrates our habits at the supermarket, pushing to spend much more than expected. This increase in expenditure does not only come from marketing strategies developed by brands. Admittedly, supermarkets are experts to organize their shelves so as to capture attention – basic necessities placed at the bottom of the store, promotions displayed at the head of the gondola or soft music encouraging to stroll. But this time, it is a habit that you maintain yourself, often without paying attention to it.
The University of Bath, in the United Kingdom, conducted a study that deciphers purchasing behavior. By analyzing nearly 500 consumers in different supermarkets, researchers have identified a disturbing correlation between a particular gesture and a drastic increase in expenses. Indeed, the team found that those who adopted this practice, voluntarily or not, spent up to 41% more than the others.
How to explain such a difference? The study highlights a key factor: attention. When we do our shopping, we are generally guided by an “automatic pilot”. We travel the shelves with a certain effectiveness, aware of the products we need. This mechanical way of doing our shopping makes it possible to limit impulsive purchases and to remain focused on our list. But this habit can be disturbed by an external element. According to the study, the bad habit that is so expensive is the use of our smartphone. Respond to a message, scroll through social networks or check a notification disconnects our brain from its “automatic” mode. We then become slower, less attentive and more likely to be tempted by products that we would not have noticed otherwise.
To avoid this, researchers recommend storing our phone and favoring a paper list or dedicated application, but without distractions. This simple precaution could considerably reduce the addition and allow each consumer to make as many savings as possible.