Ever though about the effects a discount can have on you. Ever purchase something because you got a coupon at the door at the store? Many questions like these pop into my head when I think about framing and how companies frame prices to make them look better and more "convenient" for the consumer.
Recently I had to finish up a little shopping for my apartment and was walking through all the major stores that you can think of along a strip. Wal-Mart, Target, Stop & Shop, Job Lot, etc. Normally I wouldn't go into both Target and Wal-Mart, but since Wal-Mart didn't have the right product I was looking for I thought Target might. The only thing I was looking for at this point was a coffee table or something like it to put in the living room. So that was it .... a coffee table.
When I walked into Target, a salseperson immediately approached me and gave me a coupon telling me to try this new type of coffee they had for sale and it was buy 2 get one free. I was too excited to not purchase them so I didn't even look for my coffee table and bought the coffee instead. Thing is though ... the coffee cost $12.00 / pound. Kinda seemed reasonable and since I was getting this fantastic new product that had very cool packaging. Turns out I was only paying for the packaging.
Later I found out that I can purchase Dunkin Donuts coffee for $7.99 / pound, which is much more tasteful than this crap that I spent way to much money on.
What impulsed me to purchase this new product instead of my everyday Dunkins? Framing.
Target reeled me in with this, what looked to be, a great coupon for a crappy product. When they framed the product to making it look like I could get "more for less" I cracked and thought I would venture into purchasing it. From now on I make sure to look past the "flashiness" of new products and framed products and rather, use what I know to judge how I will purchase something.
Better luck next time Dave!
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