The psychology behind a post-Thanksgiving deal
Shoppers crowd into Aeropostale for sales in Briarwood Mall in Ann Arbor on Black Friday.
According to Fox News, the limited-time-only nature of post-Thanksgiving sales triggers feelings of scarcity, which prompts us to spend.
In an L.A. Times opinion piece, Michael D’Antonio and John Gerzema dig a little deeper. They wrote a book called “Spend Shift,” which explores not just why we shop but why we spend the money the way we do.
Shopping helps us satiate our subconscious in various ways. And the way we think about consuming has been altered since the economy failed, according to the authors.
With the onslaught of the recession, consumers have distanced themselves from “elite” brands and opted to spend on durability and quality, according to the authors.
People are more likely these days to “vote” with their dollars for companies that are “good” - those who invest time and money in local communities, care about the environment, etc.
Juliana Keeping is a health and environment reporter for AnnArbor.com. Reach her at julianakeeping@annarbor.com or 734-623-2528. Follow Juliana Keeping on Twitter