The psychology behind Black Friday Frenzy and FOMO (fear of missing out)

Black Friday fever has thousands of shoppers flooding to shopping malls across the city to take advantage of massive price cuts.

CapeTalk's Kieno Kammies spoke to Sarina de Beer, psychologist and MD of market research company Ask Afrika about the psychology behind Black Friday.

According to De Beer as consumers we sometimes make irrational decisions that make us buy things we don't need and that we will probably never use.

There are certain dimensions that are pushed by the retailers and we fall for those quite easy.

Sarina de Beer, psychologist and MD of market research company Ask Afrika

Sometimes when we see people grabbing things, we think we are going to loose out and we start acting in the same way, wanting to get our hands on it.

Sarina de Beer, psychologist and MD of market research company Ask Afrika

Fear of missing out plays a big role in getting us to buy things that we maybe should not have.

Sarina de Beer, psychologist and MD of market research company Ask Afrika

Listen to an explanation about the psychology behind the Black Friday excessive shopping:


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