According to Kelly Grant, gift for purchase is acceptable only when [br] [origi

Interviewer (M) Kelly Grant (W)
M: The Christmas is coming, and the stores are going to try to keep you spending, so they’re relying on some psychological triggers to get your business. So here to expose a few tricks is Kelly Grant. She’s a senior consumer reporter for SmartMoney. com. Thanks for being with us.
W: Hi!
M: All right. I’ve fallen for a lot of these, so help us now.
W: Yeah.
M: First one, gifts with purchase. So many times I think I’m getting such a good deal, because by spending a little bit more, I get a gift.
W: And that’s exactly what the stores want you to think right now. Studies have shown that consumers are after-think of the gift with purchase, not just as you are spending extra money for something that you might not even want, but we also quit with the discount. You feel like if the gift is worth about 40 dollars, you’re saving 40 dollars. Even that really isn’t the case. So to avoid this trick, you need to make sure that you’re really sure the gift is just on your list and you’re still spending in budget.
M: There are a lot of psychological tricks here. For example, the purchase limits. Sometimes, I just want one and I see a good deal but it says; limit 5. Maybe I should get more than just one. This is such a good deal, isn’t it?
W: That’s exactly the trick. They want you to see that limit and think, wow, this wasn’t here. Then people would just be filling their carts with this and it’s so amazing. And their studies have shown that if there’s a limit in pleasure more like a little, the higher the limit, the more likely you’re to buy. So you should really be thinking about how many of something you need, and try to ignore the fact that there’s stacking limit on everything.
M: How can you ignore those e-mails that you keep getting about this sale and that sale?
W: Don’t open your e-mail. Close your eyes. That’s really the best advice. (3)I mean the stores really know what we’re hard-wired to think about, that is the scarcity. If you know the sale is ending, they want you to act on impulse, and start running out and buying something. But this time of year, the fact is the sales just keep coming, so you don’t actually need to do that. So when you’re looking through your e-mails, try to avoid opening any of the ones, unless you’re going to make a purchase from that store anyway, otherwise just delete it on red.
M: Got it. You know, it’s really a number’s game. Because a lot of times when you’re looking at these different deals, it’s like; save 30% , save 50%. But are you really saving that much money when you’re looking at your purchase?
W: That’s what their purpose is for. You’ll see a lot of times in the advertising that they’ll type out the savings, and the interest is in the fine print. Almost you’ll see what the new price is on something and when they do that. It’s basically a visible trick. Whatever you see, first, you’re more likely to become attached to the deal. And the price in comparison is not going to look such a big deal. I mean if you’re saving $500, it does not really matter if the TV is still $1, 500. The advertising works in such a tricky way that (4) you might think you’re getting that much a better price, because the sayings are significant.
M: Right. Sometimes the purchase really isn’t that large of a purchase, so you know 30% is not that big of a deal. But when you see 30% , you think; wow, I’m getting a really good deal here. It’s funny how the numbers are working there, and they know that.
W: They do, and they want us just to splash around this time of a year. So really you should make sure you’re looking for the items that are between your price range and then start to see if there’re sales that are abroad, something even better and a little bit cheaper for you.
M: Yeah, I got it. And shop now, save later. Is that a trick?
W: Well. You see a lot of these, especially with closing stores at this time of year and this is a way that consumers tried to think they are going to game a system, because they are going to buy something a little bit today and get today’s sale, and they are going to get coupons to come back in two weeks and buy a little bit more than even with better prices. (5) So for this one, you know somebody’s sales are there right now, just try to focus on what deals they are currently and they are not trying to play games.
M: So I think the key words here is just "stay focused". You know you have a list, you have your budget. Try not to be fond of them if you don’t have to.
W: Exactly. Make that list and check it twice. And just make sure you are not deviating from it, or if you feel imposed to do so and you really look at it, make sure that’s as smart as it looks.
M: Well, that’s what we are going to set out to do.
W: Yeah.
M: Thanks Kelly for helping us adults out in knowing what the shopping is really for.
W: It’s my pleasure.