In the past, when people felt sentimental, shopping malls were a center of social activity.
It was the best way to spend time with friends in the evenings and weekends; and it didn’t always involve spending money. It was simply about hanging out. (Think Mean Girls, when Katy is invited to the mall by Regina.)
But, during one of these times, did you ever remember seeing a clock on the wall?
The answer is likely no – shopping malls are one of those places where time seems to disappear, and where a twenty-minute in-and-out trip could easily turn into an hours-long spending session.
There’s actually a smart reason why clocks are so rare in shopping malls – and it’s a little trick called ‘temporal distortion.’ AKA, the act of changing a person’s perception of time.
So, how does it work? And does it make us spend more money?
‘The absence of clocks in shopping malls is a carefully crafted strategy, deeply rooted in consumer psychology,’ psychologist Laura Geige tells Metro.co.uk.
‘[It’s] designed to extend the duration of your visit and consequently, your expenditure.
‘Shopping malls are engineered to be self-contained universes where the concept of time is subtly manipulated. The intentional lack of clocks is a strategic element of environmental psychology, aiming to disengage you from the passage of time.’
And, as we forget about the time whilst we’re shopping, we’re encouraging a ‘deep involvement’ in the shopping experience. We can’t look away.
‘The longer you remain in this timeless state, the more likely you are to make additional purchases, driven by a disconnection from your external time commitments and schedules,’ Laura explains.
That’s not the only tactic shopping malls use to draw you in: they also create a certain type of atmosphere using controlled lighting, temperature and background music.
‘These sensory cues are designed to elevate your mood, reduce stress, and subtly encourage spending by creating an environment that feels both comforting and stimulating,’ Laura explains.
Meanwhile, it’s an open secret that shops and supermarkets also use techniques to entice people into spending more money.
Ever wondered why shops often have chilled tunes playing? It’s actually a psychological technique.
‘Supermarkets tend to play slower music to give a calm no rush atmosphere leaving you in the store for a lot longer,’ Richard Price, money-saving expert and director of online supermarket Britsuperstore, previously told Metro.co.uk.
‘To battle this when you are doing your weekly shop make sure to set yourself a time [limit] – an hour is a great starting point.’
And over the years, shopping trolleys have got larger – so that we can fit more inside.
‘The larger the cart, the more likely you’ll end up spending more, so try to stick to a handbasket instead,’ Richard explained.
‘Research has found that when the size of the cart doubled, consumers bought 40% more.’
Also, the long-standing favorite, it is very typical for more expensive items to be positioned at the level of your eyes.
To discover the less expensive options, simply attempt to look slightly above or below.
Do you have a tale to tell?
