THE PSYCHOLOGY OF SHOPPING!

The ‘feel good’ psychology of buying is linked to the release of dopamine in the human body. Sales with the retail space specifically target these feelings, wanting us to feel satisfied and fulfilled by buying things we might not necessarily need at all! In fact, research conducted by Claremont Graduate University in 2010 suggested that advertisers use images that cause our brains to release “happy hormones” to build trust in a product or brand, and thereby increase sales and Black Friday is no exception.

The Credit Ombud asks that consumers be alert to Black Friday excitement and to remain financially savvy by taking into account the following key tips.

  1. Plan and budget for the items you wish to purchase. We suggest that you compile a list of your monthly income and expenses and subtract your expenses (including debt obligations) from your income. Use that as an indicator to budget for your Black Friday purchases.
  2. Be  vigilant  when  making  purchases  online.    With  the  enhanced  ease  to  shop  online, there comes a corresponding risk relating to fraudulant activity. Protect yourself from buying from unknown sources and ensure that a secure payment method is used.
  3. Check your bank statements for any unusual debits.
  4. Avoid  purchasing  on  credit  and  if  you must, then ensure that you understand the  total  cost of  credit.  Always  enter into credit agreements with registered credit providers.
  5. Shop around for the item you wish to purchase by comparing prices.
  6. Your  credit score is your credit reputation. It is a score credit providers use, among other affordability criteria, to decide if they want to extend credit to  you  now  or  in future.  One  of  the important  factors  when  calculating  a credit  score  is  your  monthly payment behaviour.  Past  credit  behaviour  is  an indicator of future payment behaviour. Your credit  score  offers  some telling insights into the state of your finances. Keep your credit profile up to date at all times  and watch  out  for  any  warning signals   that   might   impact on   your positive credit score.

Consumers  can  contact  the  office  of  the Credit  Ombud  for  FREE  assistance  if  they experience  any  issues  relating  to  non-bank credit   agreements   with   credit   providers such  as  the  clothing  and  furniture  retailers as well as micro-lenders, fraudulent listings, emolument  attachment  orders  (“garnishee orders”)  or  general  complaints  about  their credit bureau listings.

Call 0861 66 28 37 or send an SMS to 44786 email ombud@creditombud.org.za   or go to www.creditombud.org.za.

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