Download e-book for iPad: Bargain Fever: How to Shop in a Discounted World by Mark Ellwood

By Mark Ellwood

ISBN-10: 1591845807

ISBN-13: 9781591845805

Discounts are not any longer the exception, they’re the norm. yet is that bargain really a bargain?

Paying complete fee is so passé. 1 / 4 of the population will basically open their wallets if whatever is on sale. all people wishes a deal, a thieve, a hookup with a coupon or the way to lower expenditures. humans don’t only need a deep undefined, they anticipate it and won’t accept whatever less.

They’re fortunate, then, that just about 1/2 everything sold in the US is indexed at a few type of promotional price. It’s a seismic shift that has made shoppers more savvy than ever, producing phenomena like extreme couponing, flash revenues, and Groupon. 

So there’s by no means been a greater time to be a buyer, right? maybe. dealers have constructed their own tricks to guard revenue margins amid such markdown mania—ones that come with mystery revenues, shifting prices, and shredding completely strong clothes.

during this playful, deeply researched booklet, journalist Mark Ellwood takes a visit into this new landscape. He exhibits how a few individuals are, fairly literally, born to be cut price junkies because of a quirk of their DNA, and uncovers the sales-driven sleights of hand that dealers hire to hoodwink unsuspecting buyers.

Ellwood takes us from the ground of upscale department store Bergdorf Goodman to the bustling aisles of a Turkish bazaar, from the opening Disney world of rural Pennsylvania to a city in Florida that can declare to be couponing’s non secular capital. We meet savvy purchasers attempting to wring worth from every cent—stalking model editors’ tweets to learn about pattern revenues or tenting in a single day for a cut-price computer.
Ellwood additionally uncovers the darkish part of discounting: how geared up crime steals coupons en masse and how sure boutiques restrict mark downs to VIPs,
working mystery decal promotions from which the ordinary patron is excluded.
Bargain Fever is a guide for thriving during this new era, whilst deal searching has long past from being a sign of indigence to at least one of intelligence. There’s never been a greater time to be a buyer—at least if you know the way the sport works.

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Extra resources for Bargain Fever: How to Shop in a Discounted World

Example text

Consultants earn hefty fees to decide whether to charge 99 cents or $1 for that toothbrush (99 cents, without question, but we’ll get to that). They leave their DNA on every recommended retail price (RRP), including discounts. Over the last few decades, price consultants have developed five gimmicks that are used every day in every store and mall across America. Each is a fail-safe way to trigger a dopamine rush—unless, of course, you stymie the reaction by spotting the trick first. Think back to that imaginary $1,000 trip to the mall.

They leave their DNA on every recommended retail price (RRP), including discounts. Over the last few decades, price consultants have developed five gimmicks that are used every day in every store and mall across America. Each is a fail-safe way to trigger a dopamine rush—unless, of course, you stymie the reaction by spotting the trick first. Think back to that imaginary $1,000 trip to the mall. 99 lobster sandwich. That menu was value engineered using the reference point. Commentators snarked when the 1,400-franchise chain introduced this pricey sandwich in summer 2009 at the nadir of the Great Recession.

More intriguing, after repeating the experiments for a while, Schultz was surprised to discover that the best way to maximize dopamine in the monkey’s brain was with a shock squirt of juice, without the light as a warning. Dopamine, he concluded, wasn’t feel-good juice after all. Instead, it flagged unexpected bonuses—whenever we’re happily caught off guard, say, or something turns out better than planned. The findings were bolstered by a similar experiment involving rats, in which a rat was dropped for several days into a maze containing Fruit Loops hidden under a toy.

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Bargain Fever: How to Shop in a Discounted World by Mark Ellwood


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