By Mary Hunt
I blame my suspicious nature on my neighborhood grocery store. The store used to be a logically arranged market with bright lights and clean floors-a basic, friendly, functional place to shop. Then the bulldozers morphed it into a big fancy supermarket complete with mood lighting and cushy chairs.
I have nothing against beautiful spaces and modern conveniences, but I'm no fool. I knew all of this effort was to one end: to get me to spend more of my hard-earned money. Take the "Three for $6!" special of the week. Why not just say $2 each and drop the exclamation mark? I muttered to myself as I placed one jar of spaghetti sauce in the cart. Before I could wheel away I had my answer: I saw several customers dutifully place three jars in their carts. Not two, not four, but three jars.
That response was no accident. In fact, that's a simple example of how retailers use tricks to persuade consumers to buy more. Retailers hire experts like Paco Underhill, author of Why WeRead More »from 12 Spending Schemes We Fall For