With the increasing convenience of shopping, there are more and more consumption routines and traps. Take this opportunity to share common consumption routines and traps with you, to help friends see the routines clearly and control their own consumption initiative.

1. Use sunk cost to increase invalid purchase.

As we all know, the deeper you do something, the more energy and time you spend, the more reluctant you are to give up. This is because the sinking cost is high, so businesses will also take advantage of this psychology, such as paying a deposit, from membership fees in beauty salons and gyms to a deposit for buying a house.

Some friends may think that I just want to avoid this kind of prepayment, but there are actually some hidden similar routines. For a common example, we often meet 9 yuan, a monthly member and a first-month member. After that, you only need 10 yuan to renew the fee. You can cancel the renewal fee at any time and start the automatic deduction function. As a result, most of them either forgot to deduct the fees automatically for several months, or they may have been used for one or two months.

Monthly membership practice

Try daily life.

This trial routine is similar to the effect of down payment, but its appeal to consumers is more subtle, that is, first try the product on consumers with limited conditions, and then pay after satisfaction, which sounds very responsible to consumers, but in fact, many times, even if consumers don't like the product so much after trial, they will choose to pay because of various psychological and face factors. Moreover, a large number of merchants will use various terms to restrict consumers and eventually have to pay for it.

judicial procedure

3. Raise the price first and then discount.

This routine of raising prices first and then discounting is also very common for businesses, especially those with consumption cycles. For example, under the guise of big rewards, the E-commerce Shopping Festival marked the goods with the original price of 100 yuan to 200 yuan first, and then advertised that each item was 50% off, which sounded like consumers took advantage, but it was actually the original price.

Raise the price first and then discount it.

4.？ Use herd mentality

There is a herd effect in psychology, which is what we often call herd mentality. The typical routine is to shop on the spot with goods. Everyone may have this impulse. That is, the shopping anchor said OMG, buy him, and you will see all kinds of people start placing orders, and then you will see the number of goods on the screen drop rapidly. You think that since everyone feels good, you will lose money if you don't buy it, so you start to spend impulsively and then buy it quickly. Actually, you really are. In most cases, it is really unnecessary.

Living room integrated consumption

5. Make consumers feel that they are taking advantage by using complex full and reduced consumption.

In order to make consumers feel that they are taking advantage, businesses will have various activities to reduce consumption. When consumers look at the page and feel so cheap, they can't help but want to make up enough bills and get benefits. Actually, it's all routines. After some operations, they only need to spend 100 yuan, but in the end they found that they spent more than 300 yuan. This is a well-designed routine of the merchants, and it is easy for us to get in.

These are some common consumption routines. In addition, there are other consumption routines in various fields, such as adulteration in group buying, curiosity in opening blind boxes, free decoration, undergraduate enrollment and certificate enrollment. All these need us to identify carefully to prevent ourselves from losing money.

The specific solution needs to be based on the actual situation. Here's a little experience:

However, when you feel that a certain consumption is particularly suitable, you need to calm down first, calculate the profit point of the merchant and why he does it, and then compare the prices of other platforms. If the discount is not very big, it may really be used for advertising, just like some promotional products in supermarkets used to make money. If the discount is particularly strong and attractive, there must be something wrong. Then ask yourself if you really need it. If you really need it, analyze it carefully.