Psychology :: Spillover effect – Why we end up spending more when we think we’re saving
Ever go to a store intending to buy one item, only to leave with a cartful? Or walked out of a store after feeling you had been overcharged for something you needed? A groundbreaking new paper in the December issue of the Journal of Consumer Research is the first to comprehensively outline “spillover effect” ? that is, the tendency for consumers to spend more on a shopping trip when something they were planning to buy is deeply discounted. Similarly, an unanticipated price increase, or a decrease in quality, on a planned purchase causes overall spending to go down.