AbdulSalamImagine you are entering a big mall or a superstore; you go it and see a completely different world from what you were just a moment ago before entering the mall gate. Malls are a source of leisure for all of us. We go there for shopping as different clothing brands, a superstore, a cinema, and food are there under the roof. But did you ever notice that you bought more than required when you visited the mall? You ended up spending more money than you planned to do so. If you think that it was accidental, you may not read this blog entirely to know “How malls make us buy more products”? so that I can introduce you to the principles of consumer psychology and how these consumer psychology strategies make people buy more in the malls. Let’s get started.
1-Fragrance:
When you enter a mall or a superstore, you feel a pleasant smell in your nostril. This fragrance makes you happier as fragrances subconsciously affect our personality. When you feel more comfortable and happier, you will be in flow. You will look for opportunities (opportunities to buy), ending up spending more than required and planned. This is how meaningful the right fragrance can be and how malls make you buy more products #1.
2-Structure:
Mall Designers and consumer psychologists make sure that you freely wander in the malls without realizing how much time you have spent by providing you with a mall where you can’t see outside. You can’t see the sun going down in the west and the darkness appearing. The formula is pretty simple, if you spend more time in, you will buy more, and this is how malls make you buy more products #2.
3-Food Court
Have you ever found a food court next to the main door of a shopping mall? If so, that mall is not designed well and also not earning well. Consumer Psychology emphasizes the fact that the food courts are meant to be kept on the second or third floor of the mall near the cinema or the play area so that the possibility of having a dinner or snack before or after a movie increases. Food and watching something are pretty relevant these days, and mall owners know that very well. This is how malls make you buy more products #3
3-Where are the daily used items?
Hello Manager, may I know where the shampoos and soups are?
Please go straight from here, you will find them on your right at the end of the corridor.
Major Consumption items like shampoos, soups, face wash or even raw food items like rice, and pulses are kept at the end of the row so that you go through the whole range of products available and buy things that you find interesting. This is how malls make you buy more products #4
4-Make kids’ items accessible to them.
Biscuits, chocolates and other things that kids love to eat and use are kept in the lower racks. Games, toys and much more are made accessible to the kids by keeping them in their range so that they insist their parents buy them that things. As parents are in good mode due to good fragrance and one more thing, they will buy them that thing. What is that other thing apart from fragrance? Read the next word.
5-Music:
Nothing is more pleasant than slow music in your leisure time. In malls, we find music almost everywhere audible, even in the washroom. This thing also contributes to making us fresh and happy as much as fragrance does. This was how malls make you buy more #5
6-Complex Parking Structures
Humans hate hustle, especially in the time of their leisure. In our comfort zone, we even try to suppress our thirst to not come out of the blanket. In malls, complex parking structures make the process of parking a hustle. Once you are done with parking, you don’t want to return to the parking area soon, so you spend more time in the mall. More time=More buying.
These are the six ways in which malls use consumer psychology to make you buy more in the malls. There are at least 100 others but let’s remain them for a book.
Let me know in the comments the other visible ways malls make us buy more products.
Abdul Salam is a psychologist, Author and Udemy Instructor. I have diverse Professional experience in teaching, training and counselling. From past 7 years, I am contributing to the literature of positive psychology, self-help, personal development and student affairs. In this journey I have published over a dozen books on above mentioned topics and many are still in process. I have 9000+ Students on Udemy which are learning useful things from my courses. I am regularly writing blog on www.abdulsalamspeaks.com and here is the list of my publicly available resources
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