Why are sales so hard to resist? Let's unravel this Black Friday mystery
The human brain has to really fight the lure of a discount. Companies know this and use many tricks to push our buttons. But there's a way to outsmart them.
If sales generally feel hard to resist, the sale in front of Aarron Schurevich was the ultimate test: a new Kia Soul just like the one he'd had and loved, at a dealership he trusted, at a moment when he really needed a car. And it was priced $4,000 off, more than a 20% discount.
"I figured that I would be an idiot not to to take advantage of that," says Schurevich, a teacher from Omaha, Neb. "I'd better snatch this opportunity before it evaporates."
After he sped through paperwork and drove the car off the
