Black Friday, or Black Friday, is a commercial event that has become a highly anticipated tradition for consumers around the world. Marking the start of the Christmas shopping season, this day offers significant discounts on a wide range of products, resulting in a shopping rush and intense experience for shoppers. However, behind the offers and promotions, there is a significant psychological impact on the people who participate in this shopping frenzy.
1. Effect of anticipation and excitement
When Black Friday approaches, many people experience a feeling of anticipation and excitement. The expectation of being able to purchase desired products at reduced prices can generate intense emotion, similar to that experienced before a special event. This anticipation can trigger the release of dopamine in the brain, the neurotransmitter associated with pleasure and reward, which can lead to elevated mood and a feeling of excitement.
Impact on mood Mood
The anticipation and excitement associated with Black Friday can affect people's mood in different ways. Some people may experience positive emotions, such as joy and excitement, while others may feel anxious or stressed from the pressure of finding the best deals. This variability in emotional responses can influence how people perceive and enjoy the Black Friday experience.
2. Effect of competition and social comparison
Black Friday fosters a sense of competition among shoppers, as many stores offer deals limited in quantity or time, creating a sense of urgency and scarcity. This competition can lead to greater activation of the amygdala, the part of the brain associated with intense emotions, such as fear and aggression. Additionally, during this event, people tend to compare themselves with others in terms of what they buy and how much they spend, which can influence their self-esteem and psychological well-being.
Effect on self-esteem
The competition and social comparison of Black Friday can affect people's self-esteem in different ways. Those who manage to score the best deals may experience an increase in their self-esteem and self-efficacy, giving them a sense of accomplishment and satisfaction. On the other hand, those who cannot get what they want or feel pressured by their purchases may experience a decrease in self-esteem and an increase in stress and frustration.
3. Effect of instant gratification
Black Friday promotes instant gratification, since purchases are made impulsively and without much reflection. The availability of tempting offers and the pressure of limited promotions can lead people to make quick, emotional decisions, rather than carefully considering their needs and preferences. This search for instant gratification may be associated with the release of endorphins in the brain, neurotransmitters that act as natural pain relievers and are related to the feeling of pleasure and well-being.
Effect on purchasing behaviorEffect on purchasing behavior
The instant gratification of Black Friday can influence people's purchasing behavior, leading them to purchase products they don't really need or to spend more than planned. This tendency to buy impulsively can have long-term consequences on personal finances and the accumulation of debt. Additionally, the constant search for instant gratification can affect the ability to delay gratification and make more rational decisions in the future.
4. Effect of post-purchase regret and guilt
After the frenzy of Black Friday, many people experience feelings of regret and guilt about their purchases. The excitement of the moment and the pressure of deals can lead people to impulsively purchase products without really considering whether they need them or can afford them. This phenomenon, known as "compulsive buying", can result in remorse and feelings of guilt once the emotion of the event has passed.
Impact on emotional well-being
The Post-purchase regret and guilt can have a significant impact on people's emotional well-being. These negative feelings can generate stress, anxiety and low self-esteem, affecting people's perception of themselves and their ability to enjoy their purchases. In the long term, post-purchase regret and guilt can prompt people to reflect on their spending habits and look for ways to control their purchasing impulses.
5. Effect of information saturation and overstimulation
Black Friday is surrounded by an avalanche of advertising and promotions that flood consumers with information about offers and discounts. This information overload can result in sensory and cognitive overload, causing people to feel overwhelmed and confused when making purchasing decisions. Additionally, the visual and auditory overstimulation associated with Black Friday can contribute to shoppers' mental and emotional exhaustion.
Effect on decision making
Information saturation and overstimulation of Black Friday can affect people's ability to make informed and rational decisions. The pressure of limited offers and competition with other buyers can lead people to act impulsively and without thoughtfulness. This lack of discernment can result in the acquisition of products that are not really necessary or suitable, which in turn can generate feelings of dissatisfaction and regret.
In conclusion, Black Friday not only has an impact in the economic sphere, but also generates significant psychological effects on the people who participate in this event. From anticipation and excitement to post-purchase regret and guilt, this intensive shopping day can influence consumers' mood, self-esteem, purchasing behavior, emotional well-being, and decision-making. Knowing and understanding these psychological effects can help people more effectively manage their participation in Black Friday and make more conscious and healthy purchasing decisions.