Crises are such valuable opportunities that a wise leader often prolongs a sense of emergency on purpose.
By hiring psychologists who peddled vaguely scientific tactics they claimed could make customers spend more. Some of those methods are still in use today. If you walk into a Walmart, Home Depot, or your local shopping center and look closely, you’ll see retailing tricks that have been around for decades, each designed to exploit your shopping subconscious.
Take, for instance, how you buy food. Chances are, the first things you see upon entering your grocery
store are fruits and vegetables arranged in attractive, bountiful piles. If you think about it, positioning produce at the front of a store doesn’t make much sense, because fruits and vegetables bruise easily
at the bottom of a shopping cart; logically, they should be situated by the registers, so they come at the end of a trip. But as marketers and psychologists figured out long ago, if we start our shopping sprees by
loading up on healthy stuff, we’re much more likely to buy Doritos, Oreos, and frozen pizza when we encounter them later on. The burst of subconscious virtuousness that comes from first buying butternut
squash makes it easier to later put a pint of ice cream in the cart.
Take the way most of us turn to the right after entering a store. (Did you know you turn right? It’s almost certain you do. There are thousands of hours of videotapes showing shoppers turning right once they clear the front doors.) As a result of this tendency, retailers fill the right side of the stores with the most profitable products they’re hoping you’ll buy right off the bat.
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