The thrill of bargain hunting

Planning to shop on Black Friday or Cyber Monday?  UW-Green Bay professor Susan Frost has some tips before you head out in search of a bargain.

1. It's all in your head

• Good copy writing evokes a buyer's imagination.  You are an active participant in reading the ad.
• Assess what you're doing before you make that purchase.

2. Ask yourself, "what am I buying?"

• Sometimes we are buying the deal rather than the thing itself.

3. We LOVE a spectacle.

• Stores are colorfully decorated, music is playing, shoppers are flooding in the door.

4. Shopping evokes a physical response.

• Heart rate accelerates with the thrill of shopping, seeing other shoppers with their bags can lead to buyer jealousy and "on the clock sales" can sometimes cause a physical response rather than an intellectual decision.

5. Rule of remorse

• Will it matter tomorrow?
• Why did I buy that?