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  • Supermarkets.

  • It's hard to avoid these modern temples of convenience and consumerism.

  • And like the fictitious temples from adventure stories, they're filled with pitfalls and

  • booby traps designed to make you spend more than you planned.

  • As any good treasure-hunter will tell you, you can never let your guard down.

  • Satipo: “There is nothing to fear here!'

  • Indy: “That's what scares me.”

  • But with a little preparation and discipline, you can safely swing past every metaphorical

  • snakepit, rolling boulder and... alien spaceship?

  • Let's pretend that one didn't happen.

  • Okay.

  • [MUSIC]

  • From the moment you walk through the front doors, your senses are getting played.

  • Bright, colorful flowers, the smell of fresh-baked bread, soft, comfortable music.

  • All these things are designed to put you in a relaxed, suggestive state of mind so that

  • you'll take your time and be more open-minded about what you came to buy.

  • If you're like most people, you probably start in the produce section, and that's

  • no accident.

  • Stores have found that when people stock their cart with healthy things early on, they're

  • more likely to reward themselves with junk food later.

  • It may be tempting to grab some of those pre-chopped fruits and vegetables, but take a second to

  • compare the price by weight.

  • You could be paying 2 -300% to not have to wield the knife yourself.

  • Plus they often have a shorter shelf-life, and you're creating more packaging waste.

  • That's why I chop my own vegetables FIVE days a week.

  • Oh, and by the way, that mist that makes everything seem fresh and crisp?

  • It's pretty much just there for show.

  • Constantly spraying water on produce can increase the health risks of bacteria and make certain

  • fruits and veggies rot faster.

  • It also makes the leafy greens weigh just a bit more at checkout, so make sure to shake

  • 'em out before you bag 'em.

  • As you walk the aisles, remember to look up and down, not just side-to-side.

  • Stores put their most expensive items at eye-level, hoping you won't notice the cheaper alternatives

  • above and below.

  • And yes, that applies to kid's stuff, too.

  • Excuse me, would you like to try a free sample?

  • Uhsure, I guess.

  • Free samples are more about your emotions than your tastebuds.

  • They create a feeling of personal obligation, like you're already in too deep to back

  • out.

  • So if you're gonna partake, be prepared to make a clean break and move on.

  • You're just gonna walk away?

  • After everything we've been through?!

  • Supermarkets don't just want you to buy expensive stuff.

  • They want you to buy more stuff in general.

  • Take this so-calledbargain.”

  • Most people assume they have to purchase all ten to get some perceived discount, but if

  • you read the fine print, you'll usually find that the unit price is the same no matter

  • how many you buy.

  • It's also why shopping carts have been getting bigger over the years.

  • Marketing tests showed that shoppers spent up to 40% more with a double-sized cart!

  • Those supersize carts also make it difficult to do a U-turn in a narrow aisle so you're

  • more likely to take the long way around.

  • A longer path means more temptations, which is why stores will periodically rearrange

  • the merchandise to keep even experienced shoppers searching.

  • Some people think that's why essentials like milk and eggs are always at the back

  • at the store, but store managers insist on a more innocent reason: by law these items

  • can't be unrefrigerated for very long, and since the delivery trucks unload at the back,

  • it makes sense to put the fridges there.

  • I guess making shoppers walk through the whole store is just a “happy accident.”

  • Once you've finally found everything you need, there's one more trial to overcome:

  • the checkstand.

  • This is where stores traditionally keep impulse purchases like candy, magazines and gum because

  • they know that by now you're experiencing what psychologists calldecision fatigue.”

  • We get tired of being sensible and weighing costs and benefits.

  • It wears us down and makes us more open to suggestion.

  • So it's best to not even look at that stuff.

  • Don't look at it. Shut your eyes, Marion! Don't look at it, no matter what happens!"

  • These strategies have been refined over decades to make shoppers spend more than they have

  • to and buy more than they need.

  • Unfortunately, people who buy more tend to consume more and waste more.

  • It's kind of a lose/lose/lose situation.

  • But shopping for groceries and cooking at home is still cheaper and healthier than eating

  • out all the time--which is a major reason why Millennials are having trouble saving

  • money.

  • So by all means: go to the supermarketjust be prepared!

  • First off, and most importantly, make a list even if you have to write on a napkin in the parking lot. Don't go through those doors without it.

  • The fewer choices you have to make in the store means less temptation and less fatigue.

  • If your store has them, use smaller carts to discourage overbuying.

  • Although those handbaskets may not be a good idea.

  • Studies found that the physical act of lifting and carrying handbaskets made shoppers feel

  • like they deserved junk-food rewards.

  • The brain's a funny thing, isn't it?

  • Bring headphones and listen to upbeat music.

  • It will keep you fast and focused.

  • And never go to the grocery store hungry.

  • That's just asking your reptile brain to take the driver's seat.

  • And if you still have trouble sticking to the plan, leave your credit cards at home

  • and bring only what you want to spend in cash.

  • Julia and I have been doing that for years and it keeps temptation in check.

  • Remember, these stores aren't evil organizations getting away with highway robbery.

  • In fact, as an industry, supermarkets have one of the lowest profit margins in the U.S.,

  • so they rely on these mind-games just to stay in the black.

  • But you have a right to defend yourself, and the best defense is understanding how your

  • own brain works.

  • And that's our two cents!

Supermarkets.

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スーパーマーケットでお金を節約する方法 (How To Save Money At The Supermarket)

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    Capalu Yang に公開 2021 年 01 月 14 日
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