Even if youre not planning a doorbuster run, theres no escaping Black Friday madness.
Though the numbers were down last year, shoppers stillspent an estimated $50.9 billionin 2014 during Thanksgiving weekend.
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So why do we buy into theBlack Fridayhype?
Seeing something you like activates thenucleus accumbens, central to the brains reward center, he says.
On the flipside, research has shown thatseeing an unfair priceactually activates the brains insula, which processes pain.
They cant stand the idea of maybe missing out on a bargain.
In fact, the sense of competition actually validates the idea of Black Friday bargain hunting.
Brannon says the consistency and commitment principle of persuasion applies here.
If we just told you, its going to get lost in all the announcements that are out there.
Competition for shoppers attention is why it seems stores release ads so early.
This also might be why you see smaller retailers Black Friday ads earlier than the big stores ads.
The bonding extends even beyond the shopping day.
We still get that satisfaction of feeling like we got a good deal without the chaos.
Its essentially the virtual version of that sort of excitement.
It makes us more stressed out.
The shopper who has set goals and waits also might feel more invested in getting the desired deals.
I think thats where you might be seeing more of this violent behavior, Mourey says.
People often say one thing, yet do another, Mourey says.
If youre asked, Is family time on Thanksgiving more important than waiting all night to go shopping?
Mourey says, theres a socially normative or expected answer.
So in that regard, theres a once-a-year kind of experience.
Readers, what do think most motivates people to shop on Black Friday?
Do you feel swept up in the seasonal hype?
10 Psychological Reasons Why We Go Bonkers for Black Friday| DealNews
Photo byYana Paskovavia Getty.
