Chapter 9: Judgment and Decision-Making Based on Low Consumer Effort
Unconscious Low-Effort Decision-Making:
No other company is notoriously known to manage customers to walk out of their stores with more products they did not anticipate buying like Target. Many call it the “Target Effect” because many customers walk inside the stores to buy a few selected items, only to walk out with more than intended. Nevertheless, this is not an accidental discovery that has miraculously favored the company’s increase in sales. Target came up with its strategy of how the floor plan of their stores influences the consumer’s unconscious mind. When an individual first walks into the store, they are usually greeted with the aroma of coffee from the Starbucks cafe, generally by the entrance, to make it more welcoming. The customer then encounters the zone of acceptance of favorable prices, the dollar bin - an aisle of the low-budget seasonal items. The company’s motive is to convince the consumer to like the trendy items enough to put it inside their carts without hesitation due to its low-cost value.
Furthermore, the floor plan flows smoothly from one department to another, aiming to have the customer eventually walk the entire store. Following the store’s layout, another tactic is placing items or particular brands on sale to spot them quickly. When a brand-name product is having a promotion to save money, for example, toothpaste, the brand familiarity also contributes to the unconscious buying if the consumer already had a relatively positive experience with the product. It will not require much thought to purchasing the item and with a more significant motive when saving money. After all, Target’s slogan is “Expect More. Pay Less.”
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