THE UNIVERSITY DAILY KANSAN
TUESDAY, NOVEMBER 26. 2013
PAGE 3
RESEARCH
Study pinpoints Black Friday shopping habits
YU-KYUNG LEE
ylee@kansan.com
JAMES HOYT/KANSAN
On Black Friday, the most crowded shopping day of the year, all precepts of personal space are often violated as consumers get caught up in the frenzy.
Stores like Walmart will be having Black Friday sales that attract shopper looking to save money on items. Biological defense mechanisms can be activated by the irregular crowd sizes, according to research.
"Sometimes I think people go to the extreme," Wichita freshman Morgan Anderson said.
For the past four years, Anderson has stood in line each Black Friday awaiting deals at 3 a.m. She is well aware of the Black Friday hype.
"I personally am not going to lose my sense of humanity over a good deal, but I might run a little to get there," Anderson said.
According to Ahreum Maeng, assistant professor in the School of Business, the discomfort shoppers feel on Black Friday is natural because their personal space is being violated.
"When strangers in a shopping mall get too close to you, a defensive mechanism is most likely [going] to be activated" Maeng said. "It's kind of a biological, primitive avoidance motivation."
Maeng added that this stimulation of a defense mechanism can actually change consumer behavior.
In her research of consumer decisions in crowded situations, Maeng found that people adopted a prevention-focused mindset when their personal space was invaded.
One example, Maeng explained, would be shoppers tending to choose a shampoo that prevents hair loss over one that enriches hair in a crowded shopping situation such as Black Friday.
In other words, Maeng said people become less likely to take risks and rely on concrete thinking instead of abstract processing.
"When it comes to Black Friday, consumers are more likely to focus on the lower-level concrete information of the product, which could influence their purchasing decision," Maeng said.
According to Maeng, retailers who understand this consumer behavior can advertise their products specifically to shoppers in a crowded situation.
Consumers process information in two ways: high-level abstract and low-level concrete forms of thinking. With high-level abstract information processing, consumers consider things like the overall effect of the product, such as the brand value. At low-level concrete processing, however, consumers look at details such as how cheap the price is.
"You can strategically manipulate people's perception in how you communicate and sell your product more effectively,depending on the
"I feel like when you are in such a situation, especially a fast-paced
crowdedness of your store".Maeng said.
situation, there is not a lot of time to look at the benefits of everything." Anderson said. "A lot of the time the price captives me more than the actual product."
For consumers who are overwhelmed by choices on Black Friday, knowing these promotional tactics can help them avoid being lured in unawares.
"I don't know how many consumption decisions typical students are making, but just being aware of the social environment they are influenced by — that may influence their decision," Maeng said.
As for Anderson, she tries to limit impulse purchases by planning weeks in advance, coming up with the list of deals she wants to get and devising a plan of attack to get exactly what she wants.
"I always try to have a list because I think that's the best econo-thing to do." Anderson said. "I have to be more conscientious about the stuff I'm purchasing because, when it comes down to it, we are broke college kids."
Edited by Duncan McHenrv
SHOPPING
Plan to shop smarter, not harder this holiday week
HANNAH SUNDERMEYER
hsundermeyer@kansan.com
Best Buy:
While battling the crowds in the frigid midnight air is probably not appealing to most, major retailers are offering deals you definitely won't want to miss out on. Especially on a student's budget, the upcoming holiday season can add on extra stresses. Educate yourself before you hit the stores, and you'll be able to score some great deals that will go easy on your wallet.
Blockbuster Titles- Originally $34.99,
marked as $7.99
Toshiba Laptop Essentials Bundle-
$349.99
iPad 2-$299.99
Insignia 39" LED TV-$169.99
Select video games, originally marked
as $59.99, now $34.99
$150 dollars off all MacBook Air
computers
Target:
Buy two get one free video games
Nikon L320 Digital Camera- $99
Beats Headphones- $199.99
$4.00 Doorbuster DVDs
Women's Fashion Boots- $18
40% off all denim and sweaters for
Women, Men and Children
Target is also offering customers a
20% off coupon if more than $75.00
is spent.
Wal-Mart:
Xbox One System- $499
Select Blu-Ray Movies- $3.96
TRU Non-Stick Griddle- $9.44
HD Wireless Printer- $4.94
iPhone 5s- $189
Beats by Dr. Dre Pill Portable Speaker-
$149.95
Select Bedding- $24.96
For those of you who prefer to do your shopping snuggled up in bed, make sure to check Amazon.com when looking for deals. According to the company website, new deals will be added to the site every ten minutes. Visit the Amazon "Black Friday Hub" site to check up on updated pricings and items.
Research deals before and make sure to print the coupons you'll need.
Tips:
Bundle up! Some stores may require you to wait in line outdoors, and with the freezing Kansas weather, you'll want to make sure to dress in layers.
Stick to a budget. With all the deals, it can be easy to go over budget. Make a list of what you need and only purchase those items.
Edited by Lauren Armendariz
Enjoy your Thanksgiving break, everyone. There will certainly be lots of traveling Jayhawks this week, because just over one-third of the KU student population is
from out-of-state.
POLICE REPORTS
Information based on the Douglas County Sheriff's Office book recap.
- A 21-year-old male was arrested yesterday at mile marker 393 on U.S. highway 24 on suspicion of driving while intoxicated and leaving the scene of an injury accident. A $1,000 bond was paid.
- An 18-year-old male was arrested yesterday on the 200 block of 8th Street on suspicion of reckless driving, attempting to elude an officer and driving while intoxicated. A $750 bond was paid.
- A 20-year-old female was arrested Sunday on the 1300 block of Massachusetts Street on suspicion of domestic battery. No bond was posted.
Emily Donovan
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