Understanding why Black Friday deals feel irresistible can help you shop smarter this season.
Flashy deals can be deceiving. Dynamic pricing often means "bargains" aren't as good as they seem.For weeks, I’ve been refreshing Amazon.com, searching for the perfect deal on a digital piano. My goal? To play Christmas tunes for my 17-month-old baby girl and make this holiday season extra special. Yet, every time I spot a “bargain,” I hesitate: Am I actually saving money, or am I being outsmarted by clever marketing? As a marketing professor, you’d think I’d know better.
Once we add an item to our cart—whether it’s sitting in a physical shopping cart or resting in the digital recesses of an online cart—it starts to feel like it’s already ours. Psychologists call this the, and it’s why letting go becomes so much harder. Take my digital piano. I had been eyeing it for weeks, researching deals, reading reviews, and imagining myself playing Christmas carols for my toddler.
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