Marketing experts reveal how Coles and Woolies use consumer psychology to get you to spend

The psychology of supermarket shoppers is in focus as Coles and Woolworths stand accused of sneaky price practices.

The grocery giants are headed to court after the consumer watchdog launched legal action against them for allegedly breaking consumer law with misleading discount pricing claims.

WATCH THE VIDEO ABOVE: ACCC takes Coles and Woolies to court over discounts.

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The Australian Competition and Consumer Commission said the duopoly would briefly jack up product prices by about 15 per cent, before dropping them to below the peak but above the initial price.

That illusion of a discount plays into a human bias to process information as quickly and easily as possible, according to Deakin University consumer behaviour expert Paul Harrison.

“There is really strong research that people do bypass detail when they see something is discounted … it serves as a shortcut and a way for a person to say, ‘I don’t need to process detailed information about it’,” he told AAP.

“You could say it’s a form of manipulation … we trust these institutions to tell us the truth and if it says it’s a discount, we assume it actually is.”

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