Why do Costco customers spend so much? Over on The Frontal Cortex, Wired contributing editor Jonah Lehrer deconstructs:

“… this is where all those details of the Costco shopping experience make us more likely to spend money. The bare bones warehouse aesthetic, the discounted house brand, the constant reassurance that we’re paying ‘wholesale’ prices — it’s all an effective means of convincing us to not worry so much about the price tag. As a result, we’re able to focus entirely on our anticipated pleasures, which is why I walk out of the store with all this stuff I don’t need.”

The full post is a good read and is available over here.

(Hat tip to Mark Evanier.)

This entry was posted on Monday, April 5th, 2010 at 6:00 am and is filed under Marketing Stuff.