Pocketbook Power

Some interesting facts garned from the book “Pocketbook Power”

Olfactory triggers:
“Shops spritz floral fragrance and supermarkets magnify the whiff of fresh bread because evidence suggests that customers browse longer and buy more in shops filled with such olfactory temptations. Some stores use lavender essence to relax shoppers; others use stimulating bergamot oil to get them excited. Casinos pump in oxygen to keep gamblers awake and scents of peppermint and vanilla to keep them enthralled, and slot machine play is up.”

Visual triggers:
Carlton Wagner conducted tests by putting the same cofffee in 4 different colored canisters. Women who sampled the coffee found that the brew from the yellow canister tasted weak; from the the chocolate canister , too strong; from the blue canister, too mild; but from the red can, bingo, it was “rich.”

Pastries from pink box taste better and he also discovered the same for cosmestics packaged in pink

Blue connotates authority (police uniform- navy)
Purple conntates luxury and indulgence
green and yellow packaging -freshness

Colors can tempt and discriminate:
bright orange signals democratic affordability
however, poor people walk right by forest green and burgundy store awnings: to them those colors signal pricey exclusivity.

Sound:
research shows that people eat more when fast music plays , but they drink and buy more when listening to lower-key ballads, especially those in major key instead of atonal or dissonant tunes. the ideal tempo to induce sales:70-110 beats per minute.
Classical music in wine stores made customers buy pricier wine

Price tags:
People regard the products with whole dollar prices such as 10$ or 100$ as higher quality and classier than if they were offered at $9.99 or $99.99. Because we process numbers from left to right, even trained bargain hunters perceive $1.99 as significantly cheaper than $2.

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“If you think you’re too small to be effective, you’ve never been in bed with a mosquito.”
-Betty Reese.

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