Sale Sale Sale! The Psychology of Impulse Buying

Every year we will generate an additional 7 million pounds of waste between Thanksgiving and New Year’s Day. The end of Black Friday and Cyber Monday marked a record breaking 17 billion dollars in sales across the U.S alone. Even Pope Francis has recently declared that people should “resist the dazzling lights of consumption” ahead of Christmas, but with Christmas just 20 days away, how can we as consumers, resist the encouragement of impulse buying and consumerism in the lead up?  And when is enough, enough? We were joined by Professor Gemma Calvert from Nanyang Technological University in Singapore where she is internationally renowned as a cognitive neuroscientist and pioneer of the application of neuroscience to marketing. 

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