It has finally been conclusively proven that the longer you are in a supermarket the more you are going to spend.
I guess it really isn’t a surprise, but the US study published in the Journal of Marketing, Volume 79, Issue 3 and authorised by Timothy Gilbride and other researchers from the University of Notre Dame in Indiana, has confirmed that you are more likely to give in to temptation for the impulse buy the longer you remain in the supermarket.
Researcher Timothy Gilbride said; “So there is a good reason why the celebrity gossip magazines and candy are located closer to the check-out aisles. It takes mental effort to keep to our goals, and over time, we get tired and are less conscientious, or just give up.’’
The researchers found there are two basic models; the self –regulation theory and the cueing theory. The self regulators will buy the unplanned choice early and it will remind them to stick to their shopping list. However, there is a fault in this plan, sometimes the shoppers suffer “resource depletion” and wander off the shopping list completely.
The Cuers, however make an unexpected purchase and it triggers them to buy something they would have forgotten to get.
The researchers found that you have a greater chance of controlling the shopping budget if there is a list, but even then some give themselves a treat for sticking to the list!!!!!!
This study will be invaluable to the supermarket chains and their marketers because if they can find reasons to keep people in their stores, there will be more money spent.
Rachelle Williams, The Green Food Safety Coach.