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The psychology of Black Friday: Scientist reveals how limiting sales influences pride and regret, causing us to spend MORE

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Daily Mail
November 24, 2017

Black Friday is upon us once again, and for a limited time only, while stocks last, you could snag a bargain before Christmas. 

With retailers increasingly struggling to survive, the need to lure people into spending has never been greater. 

To do so, marketers play on two of our key emotions by limiting sales: pride and regret.

In an article for The Conversation, Dr Shalini Vohra, a senior lecturer in marketing, Sheffield Hallam University, describes how these emotions can control our spending.

Black Friday is the day that retailers are finally able to turn a profit for the year – putting their accounts in the black, hence the name.

Traditionally in the UK, you had to wait until the day after Christmas for these kinds of offers.

But the last few years have seen Black Friday imported from the US, where it comes the day after Thanksgiving.  But what drives us to spend?

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This article was posted: Friday, November 24, 2017 at 7:58 am





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