Shops have always delighted in setting prices slightly below the full amount of a dollar or pound, and whether it’s 9.99 or 9.95 us consumers still feel it’s much better value. A new study has shown that this 1p or 5p saving still gets us by the purse strings, with a 15% increase in sales over the ‘full’ priced equivalent. But why is this? Psychologists talk about the perceived savings that affect our emotions much more than they should – and why our 40th birthday hits us more than our 39th. As emotional creatures we should not be surprised to be manipulated this way, and any shop keeper would be a fool to lose 15% of their business.
Ironically, in the US and Canada the price at $9.99 is not even accurate. Once you take your purchase to the checkout you’ll find tax has been added – around 8% in New York for example – making your purchase over the round $10.00 figure that is such a barrier. Of course by that point you already have the item in hand and you’re ready to go and as humans we hate to prove our own decisions wrong by putting the product back on the shelf.
The UK’s premier yearly book awards, the Man Booker prize, has just been won by the rank outsider Anne Enright, for her book ‘The Gathering’. The Booker prize has a habit of being un-predictable, and it certainly isn’t a popularity contest, but winning the prize is a boon to any novelist’s sales. To help the rest of us who haven’t won, the BBC offers a handy list of ten ways to make a book popular, ranging from word of mouth, TV shows like Richard & Judy or Oprah and three for two marketing offers.
Derren Brown is a well known British illusionist, who often specialises in ‘tricks’ where he influences his randomly chosen helpers to do exactly what he wants them to do. In the video below Derren influences some advertising folks, as well as showing us how he did it – it’s fascinating watching and makes you realise quite how much we are programmed ourselves.
Glasgow has decided to take on illegal fly-posting in a new way. Instead of scrapping off the posters from every inch of space they take up, a time consuming and messy process, they are simply sticking ‘cancelled’ notices of their own over gig posters! Then the venue owners have to deal with hordes of irate fans calling up to demand refunds. Clever indeed, so it will be interesting to see if more cities follow their lead. Or if venues start offering confirmation/cancellation info over text message instead – a new business venture for someone? [From BoingBoing].
I’ve been re-reading the excellent Flow: The Psychology of Optimal Experience again and I highly recommend you all do too. In it, author Mihaly Csikszentmihalyi describes his research into how people get into ‘flow’ states, that is states of enjoyable activity where you immerse yourself completely in what you are doing and stay deeply focussed. We’ve all done it at some point, missed our train stop when reading a book, sat down to do something then looked up and it’s the middle of the night and we forgot to eat and so on.
Mihaly argues that modern western society is full of flow destroying activities ripe with passive pleasure, such as television, rather than engaged enjoyment, for example knitting. These activities, while fun at first, lead to a longer term malaise as they do not involve us actively setting our own goals and following them through, which is core to the flow experience. Sports on the other hand are rife with flow, as they exist in their own world with strongly defined goals and excellent feedback to tell you that you’re there and getting better. Experts in the art and music world start to look for more complex experiences, moving from rock bands to classical or jazz, and then setting their own goals to analyse the music and deeply immerse themselves into that world.
What’s amazing about this concept is it works on a many different levels, you can even feel good about your day simply by writing a list of small tasks that need doing (goals) and ticking them off (feedback). Longer lasting, sustainable flow happiness comes from creating more complex experiences within overall goals, for example when you start taking photos you’re proud to create something that’s in focus, but as you spend more time immersed in the subject that is no longer sufficient – more complex internal goals must be met such as composition, lighting and the story being told.
So let’s look at something like mySpace in this light; you can start by signing up (most likely because your friends are there), you fill in your profile and you’re ready to go. This is a simple goal, easily achieved, and now you can start finding your friends – another simple goal. As you look around you realise that your page s pretty dull, so you go away and learn how to customize your page to make it your own (or steal someone else’s page you like). Eventually you have your ideal web home, and are confident to tweak it when you like. Now your personality is represented, you and your friends can comment/message each other as much as you like, and you can work out whether or not to go on a date with that kid with the cool but weird photos who messaged you (my advice is no, unless one of your meat-space friends knows them well and they’re cool). So almost all of mySpace’s activities allow you to set your own goals, or choose from social goals already set, and get rapid feedback from your friends and yourself on how you’re doing – a great flow experience. No wonder everyone spends so much time on there.
My next personal goal: how to engender flow into the next site I build. Sounds like an interesting challenge, with plenty of good feedback.
again and I highly recommend you all do too. In it, author Mihaly Csikszentmihalyi describes his research into how people get into ‘flow’ states, that is states of enjoyable activity where you immerse yourself completely in what you are doing and stay deeply focussed. We’ve all done it at some point, missed our train stop when reading a book, sat down to do something then looked up and it’s the middle of the night and we forgot to eat and so on.