How to Avoid the Top 5 Marketing Traps

I bet you think you're immune to commercials. In-store marketing ropes in the weak-minded shopper, not you. Right? When the advertising revolution began several decades ago, multiple neurologists were confident that the human brain would essentially shut down when exposed to so many hundreds of marketing messages in one day. And yet we have far surpassed their estimations at this point in history.

Businesses ruthlessly study ways to increase revenue when the pool of customers hits a ceiling, so know that very smart dudes in white labs coats are studying people just like you in order to increase buying. They don't exist to assist you in matching your true needs with the best product--they just want your money.

So how does this affect you, Average Shopper?

Awareness of your surroundings is absolutely key. From your computer and TV programming to billboards and mall signage, know that thousands of "buy it now" messages are pouring in from every orifice of the landscape. While I'm not so sure it's a good idea to turn message-regulation over to the authorities, you must be proactive in how you respond to marketing traps to save huge money on impulse buying.

1. Be leery of new product shapes and designs.
   Let's say you drink one soda per day. Average Cola needs to increase revenue by 11% next year, so their best bet is to repackage, redesign, and reinvent something that will entice you to drink two instead. Case in point: the red Starbucks holiday cups.
2. Not every 50% off deal is a deal.
   I bought a manager's special (half-off discount) on a bag of salad that was clearly two days away from landfill status. Despite my steely resolve to eat it with our spaghetti the following night, I forgot about it and into the trash it went. If you buy uber-discounted perishables, you better have a way to use them soon or you wasted money.
3. Balking at bulk items.
   Buying in bulk is a great way to save, don't get me wrong. But only purchase what you need. Buyers of bulk items tend to use more than they would if they'd stuck with the neighborhood grocer's product. Also check the unit price as you may not be saving that much anyway.
4. Out of "style".
   The biggest running joke in the retail industry is Almighty Fashion's insistence that you need something new this season, simply for the season's sake. Even when your fully stocked wardrobe is free of holes and in good condition. Trends are the worst traps to fall for. Buy good fitting basics and shop second-hand or clearance for current accessories.
5. Expensive doesn't always equal quality.
   Are you willing to admit you've bought something for it's exclusivity? The iPhone $1000 diamond app perhaps? Savvy marketers know that a select portion of consumers is willing to buy the emperor's clothes. Don't be one of them.

Did you know that neuromarketing is a healthy industry where top scientists study pupil dilation and magneto-encephalography to monitor brain responses to advertisements? It's fascination in theory makes for great Discovery Channel fodder, but, rest assured, it is being used on you at home in your easy chair. And everywhere else. To avoid having your brain assaulted to the point of defeat:

Limit entertainment outlets.
Select your favorite TV shows, DVR them, and fast forward through the commercials. Never leave the tube on as background noise. Music is far more calming and less of an anxious stimulant like TV.

Always shop with a list.
Easy enough, but just count the number of items you purchase from a store that you didn't intend to buy in the first place. Trust me, it's outrageous.

Expose your children to as few marketing gimmicks as possible.
Over $15 billion each year is shuttled toward marketing to your child. Food and toys are exceptionally targeted. Kids are exceptionally vulnerable to the but-I-want-it syndrome; just take a trip to the toy store if you don't believe me.