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Speaker 1: Already, and this is the daily This is the daily.

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Speaker 2: Ohs oh, now it makes sense. Good morning and welcome

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Speaker 2: to the Daily OS. It's Monday, the thirtieth of September.

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Speaker 2: I'm emma, i'm zara. Last week, the Australian Competition and

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Speaker 2: Consumer Commission, the a Triple C, accused Coals and Woolworths

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Speaker 2: of unlawfully misleading customers through discount pricing claims. The latest

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Speaker 2: Roy Morgan trust data tells us that Coals and Wollies

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Speaker 2: are some of Australian shoppers least trusted brands. But so

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Speaker 2: many of us can't help but gravitate towards their special buys.

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Speaker 2: So what keeps drawing us in?

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Speaker 3: Consumers are naturally drawn to reduced prices in a cost

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Speaker 3: of living crisis, but psychological factors can also significantly influence

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Speaker 3: our purchasing behaviors. In today's deep dive, M is going

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Speaker 3: to explore science behind supermarket discounts and how consume a

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Speaker 3: behavior influences retailer's tactics. Before we get there, though, what

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Speaker 3: is making headlines.

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Speaker 1: Hesbala's leader has Son Israela has been killed in Lebanon

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Speaker 1: by an Israeli air strike in a statement. The group

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Speaker 1: said in israela had been killed in a strike on

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Speaker 1: its central headquarters in the center of Beirut, alongside a

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Speaker 1: number of other high ranking members. Israeli Prime Minister Benjaminettanyahu

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Speaker 1: described the leader of Hesbella as the main engine of

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Speaker 1: Iran's quote axis of evil, while US President Joe Biden

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Speaker 1: said it is a quote measure of justice for his

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Speaker 1: many victims, including thousands of Americans, Israelis and Lebanese civilians.

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Speaker 1: Lebanon's Prime Minister Nojib Mikkarti has declared three days of mourning.

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Speaker 3: A Senate inquiry has found that Optus should be obligated

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Speaker 3: to pay its customers compensation if another outage occurs. The

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Speaker 3: inquiry was conducted following the nation wide Optus outage in

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Speaker 3: November of last year that impacted ten million Australians. The report,

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Speaker 3: handed down on Friday last week, outlined seven recommendations for

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Speaker 3: the Australian government. Chair of the inquiry, Green Senator Sarah

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Speaker 3: Hanson Young said telecommunications companies should work with the federal

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Speaker 3: government to quote deliver large scale network roaming and mutual

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Speaker 3: assistance arrangements in the event of future outages.

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Speaker 2: Major flooding and landslides in Nepal have killed at least

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Speaker 2: one hundred people. According to a government spokesperson. More than

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Speaker 2: three thousand people have been rescued so far, with forecast

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Speaker 2: rain expected to continue until Tuesday. State media has reported

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Speaker 2: that ten thousand police officers, as well as volunteers and

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Speaker 2: members of the army have been mobilized as part of

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Speaker 2: search and rescue efforts following torrential downpours across the country.

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Speaker 3: And today's good news. In a world first trial, a

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Speaker 3: stem cell transplant has successfully reversed type one diabetes in

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Speaker 3: a patient. Within three months of the transplant of cells

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Speaker 3: from within her own body, a twenty five year old

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Speaker 3: woman started to produce insulin. Surgeon and researcher James Shapiro

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Speaker 3: from the University of Alberta so the results of completely

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Speaker 3: reversed diabetes in the patient. Prior to the transplant, the

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Speaker 3: twenty five year old needed quote substantial amounts of insulin.

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Speaker 3: The trial, published in the journal Cell, follows a similar

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Speaker 3: study earlier this year, which reversed type two diabetes in

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Speaker 3: a fifty nine year old man.

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Speaker 1: Zara.

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Speaker 2: How do you feel about a discount sale?

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Speaker 4: Are you a sucker for a good deal, like the

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Speaker 4: biggest sucker that's ever existed.

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Speaker 3: I think all of this news about that being, you know,

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Speaker 3: allegedly misleading practice, made me realize how uncritical I am.

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Speaker 3: When I am shopping. I won't even think twice. If

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Speaker 3: I see a downward arrow and a big price, I

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Speaker 3: will think that I'm getting a bargain.

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Speaker 2: Well, second thoughts, don't beat yourself up too much, because

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Speaker 2: you're so certainly not alone. I find it really hard

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Speaker 2: to walk past those big, bright labels. They light up

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Speaker 2: the supermarket aisles. You can't help but be drawn in.

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Speaker 2: But that pool which is strong enough firstly to convince

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Speaker 2: us to buy stuff we genuinely don't need, and b

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Speaker 2: to delude us into thinking that we somehow might be

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Speaker 2: saving money from buying things.

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Speaker 4: It's no accident.

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Speaker 2: So the A Triple C has launched separate legal proceedings

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Speaker 2: against Coals and Woolworths. These are the supermarket giants, of course,

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Speaker 2: that control around two thirds of the supermarket sector, and

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Speaker 2: the federal court action relates to Woolli's prices dropped and

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Speaker 2: Coals down down deals.

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Speaker 3: Now, and before we go on, I think we should

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Speaker 3: probably just quickly summarize what we know, which is that

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Speaker 3: the A Triple C accused Coals and Woolies of misleading

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Speaker 3: customers across a range of five hundred staple items that

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Speaker 3: was between twenty twenty one and twenty twenty three. The

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Speaker 3: A Triple C argues that Coals and Woolies breached customer

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Speaker 3: law through price biking. So that's when products have briefly

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Speaker 3: made more expensive before being reduced to a price that

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Speaker 3: was more expensive or the same as before. For example,

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Speaker 3: an item sold for ten dollars is increased to fifteen dollars,

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Speaker 3: but then the next month it's reduced back down to

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Speaker 3: twelve dollars.

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Speaker 2: So this got me thinking about the science behind sales

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Speaker 2: and how that might be used to influence customers. So,

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Speaker 2: you know, we know that food and household goods have

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Speaker 2: become more expensive over the last two years in line

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Speaker 2: with this rising inflation pattern. But there are several ongoing

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Speaker 2: inquiries into claims that Coles and Woolies engaged in price

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Speaker 2: gouging and anti competitive behavior. I won't bore you with

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Speaker 2: the details of those inquiries today, but in terms of

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Speaker 2: the allegations around price spiking and misleading discounts in terms

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Speaker 2: of the federal court action. I spoke to doctor Gavin Northy.

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Speaker 2: He is a senior lecturer in marketing at Griffith University,

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Speaker 2: and he described this tactic as brazen. He said, pricing

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Speaker 2: stratigs can have a really powerful influence on consumers.

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Speaker 5: So from a psychology perspective, the actual effect is known

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Speaker 5: as an entering effect. Some people might actually call it

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Speaker 5: reference pricing, where the consumer focuses on the original price,

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Speaker 5: effectively making the reduced price look more appealing.

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Speaker 3: So he's suggesting there that supermarkets use those was ten

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Speaker 3: dollars now five dollars price tags to give the appearance

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Speaker 3: to consumers and perhaps unknowing consumers like you or high.

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Speaker 4: The appearance that they're getting a bargain.

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Speaker 2: Exactly. And from a neuroscience perspective, Northey said, there are

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Speaker 2: several studies that have analyzed images showing how our brains

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Speaker 2: react to discounts and that the part of the brain

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Speaker 2: linked to reward quote lights up like a Christmas tree

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Speaker 2: when we buy something on sale.

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Speaker 3: Can you explain that to me? You suggesting that there's

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Speaker 3: something like neurologically going on.

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Speaker 2: Yeah, exactly, so that when you go to the shops

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Speaker 2: you see something that you perceive to be a really

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Speaker 2: good deal, especially say like a two for one fifty

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Speaker 2: percent off or seventy five percent off, that the way

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Speaker 2: you feel in response to that deal is because the

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Speaker 2: chemicals in your brain are firing up and firing off

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Speaker 2: and being like yay, wow, amazing, I feel good, I

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Speaker 2: want this thing. I spoke to another expert on this topic,

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Speaker 2: Melbourne University Associate Professor in Marketing, a Niche Nagpal, who

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Speaker 2: explained that discounts, like I said, get the neurons of

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Speaker 2: our subconscious fired up. And he said that this response

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Speaker 2: is pretty much out of our control.

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Speaker 6: Seeing a price that is discounted or something that is

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Speaker 6: on sale. It's just basic human nature and psychology that

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Speaker 6: if we see something that we feel is a good deal.

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Speaker 6: I mean, neurologists have researched this, the pleasure centers in

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Speaker 6: our brain get activated.

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Speaker 2: Something that I thought was also interesting that Aniche brought

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Speaker 2: up was the lasting psychological impacts after we buy something

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Speaker 2: on discounts. So he said, we kind of trick our

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Speaker 2: brains into thinking that we got a good deal, so

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Speaker 2: we look for information to legitimize our purchase, and we

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Speaker 2: kind of ignore any feeling to the contrary or that

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Speaker 2: lowers the happiness around that deal. You know, we don't

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Speaker 2: want to indulge in that guilt that maybe we made

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Speaker 2: a bad decision or got ripped off.

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Speaker 3: And so if there's evidence then to say that, you know,

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Speaker 3: these sales light up our brains, as you said, like

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Speaker 3: a Christmas tree. How then do businesses use that to

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Speaker 3: their advantage? Because ultimately, when it comes down to it, capitalism.

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Speaker 4: You know, these businesses are looking for a buck. Exactly

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Speaker 4: what are they doing here?

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Speaker 2: So a niche Snagpile from Melbourne UNI said there are

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Speaker 2: several legitimate reasons why a supermarket might discount products, so

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Speaker 2: you know, needing to move stock, economic decisions, perishable items.

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Speaker 2: But he said there are plenty of tricks of the trade.

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Speaker 2: So for supermarkets, those tactics range from colorful discount tags

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Speaker 2: to the physical design of a store. Now, doctor Northy described,

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Speaker 2: and I thought this was really interesting, the average supermarket

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Speaker 2: as being like a casino. He said that these spaces

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Speaker 2: are not designed for us to quote, have a relaxing time.

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Speaker 5: The average supermarket is actually drawing people in. They want

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Speaker 5: you to spend as much time as possible in there.

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Speaker 5: The longer they can kick you in there, the more

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Speaker 5: likely it is that you're going to buy things, which

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Speaker 5: is why milk is at the very back of the store.

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Speaker 5: They want you to walk through everything else to get

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Speaker 5: to the milk.

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Speaker 3: And so he's suggesting there that it's not just about

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Speaker 3: the price tags, but that there's also a consideration behind

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Speaker 3: the store layer.

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Speaker 4: Is that right?

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Speaker 6: Yeah?

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Speaker 2: So interesting, Like the way the shop is designed yourself

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Speaker 2: is tricking us.

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Speaker 3: I just thought it was confusing, Like I just thought

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Speaker 3: I was not meant to know where the washing detergent

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Speaker 3: ever was, because it moves aisles all the time.

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Speaker 4: Yeah. Turn out there's more to it.

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Speaker 2: Every time you go and look for it.

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Speaker 4: You play something else that you think, Oh, that's a

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Speaker 4: super one dairy milk. Don't mind if I did, don't

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Speaker 4: mind it.

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Speaker 3: What other tactics have we heard about? And of course

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Speaker 3: I do just want to make clear here we are

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Speaker 3: not suggesting that you know, anyone supermarket is doing any

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Speaker 3: or all of these things. But this is just kind

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Speaker 3: of the psychology that sits behind some of the decisions

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Speaker 3: that we might see play out, you know, across the ward.

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Speaker 2: Yeah, and across retail generally, not exclusively supermarkets either. But

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Speaker 2: looking at price tags a niche Snagpow said that there's

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Speaker 2: something called the left digit effect. Now this is something

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Speaker 2: I'd never heard of but makes so much sense to me.

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Speaker 2: So we're talking about when something is priced as nine

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Speaker 2: dollars ninety nine instead of ten dollars.

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Speaker 4: Let's always think about this.

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Speaker 1: So there's no real.

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Speaker 2: Value difference in those two numbers, but it can make

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Speaker 2: a deal look more attracted in my brain because we

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Speaker 2: read from left to right, So nine is lower than ten.

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Speaker 2: So if the first number you see is nine, it

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Speaker 2: doesn't matter. If it's followed by ninety nine cents, you

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Speaker 2: kind of psychologically believe that it's somehow cheaper. Now, that's

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Speaker 2: what the left digit effect is. But even font size

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Speaker 2: on a price tag can be influential. There's also merchandising

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Speaker 2: tactics which play a role in the psychology of our purchases.

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Speaker 2: And Nagpal used Aldi as an example, and he referenced

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Speaker 2: how everything is crowded on the shelves of an Aldi store.

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Speaker 6: The way the products are organized and so cluttered put

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Speaker 6: very close to each other, signify reduced price, discounted pricing.

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Speaker 6: Sometimes that is real, of course, and there are economic

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Speaker 6: reasons for it, but it also plays into the psychology

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Speaker 6: of it.

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Speaker 2: Similarly, if retailers have products really spread out, fewer items

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Speaker 2: on display, it can create that kind of feel of

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Speaker 2: higher quality or exclusivity, and that can trick us into

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Speaker 2: thinking a higher price might be justified. If you walk

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Speaker 2: into a boutique where there are three items of clothes

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Speaker 2: on the racks and everything feels very clean, sometimes you

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Speaker 2: naturally towards thinking, oh, well, this must be an expensive store.

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Speaker 3: Is there anything that we the consumers can do, I

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Speaker 3: guess to avoid being overly influenced by these tactics. I

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Speaker 3: think it's one thing to talk about it, but it's

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Speaker 3: another to you know, be living in a cost of

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Speaker 3: living crisis and feel like you want a deal always.

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Speaker 2: Yeah, I mean in an ideal world, yes, But doctor

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Speaker 2: Norty said a key issue is that many consumers just

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Speaker 2: have way too much on their plate to try and

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Speaker 2: out smart these kind of deceptive tactics. So even though

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Speaker 2: individuals might think they're really knowledgeable about a product or

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Speaker 2: the modern world has he described it, you know, he said,

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Speaker 2: we're all so busy we'll often just rely on situational

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Speaker 2: cues like discount signs to form the basis of our

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Speaker 2: product decisions.

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Speaker 4: I resonate with that.

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Speaker 3: Yeah, I feel like they're doing the sign posting for

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Speaker 3: me and that all I need in life is sign posting. Yeah,

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Speaker 3: and that's a really useful thing for me to understand.

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Speaker 2: Oh, you can completely understand. I mean, I'm sure there

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Speaker 2: are so many people listening to this relate exactly. But

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Speaker 2: next time you do feel overwhelmed at the supermarket, try

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Speaker 2: and remember there are so many external factors at play

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Speaker 2: that are aimed to influence you, and it can be

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Speaker 2: a disorienting experience, and that is by design. Nausey recommends

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Speaker 2: going to the supermarket with a list. It sounds simple

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Speaker 2: and obvious, but he said that a goal orientated shop

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Speaker 2: can really reduce the potential of falling into a trap of,

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Speaker 2: you know, discount offers that might be available but on

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Speaker 2: products you really don't need.

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Speaker 3: One thing that just kept coming up while we were

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Speaker 3: talking about this was the can you ever trust a sale?

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Speaker 3: Is this kind of a universal thing?

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Speaker 2: Well, the good news here is that good deals are

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Speaker 2: not a one hundred percent myth. So there are lots

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Speaker 2: of reasons why a product could be discounted for a

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Speaker 2: genuine reason, So that could be to get rid of

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Speaker 2: excessive supply perishables. As we mentioned earlier, you know, maybe

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Speaker 2: a new product shipment is arriving, so a retailer needs

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Speaker 2: to get rid of the old product. One tip that

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Speaker 2: Professor Nagpal had for consumers was if they can pause

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Speaker 2: and think about why something might be discounted. So, you know,

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Speaker 2: is it a holiday or seasonal sale, end of financial year,

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Speaker 2: is there a new version of a product coming out

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Speaker 2: so the old one is cheaper? Is it like a

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Speaker 2: one day clearance promotion that you know will end tomorrow.

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Speaker 2: So just try to remember those legitimate reasons for a sale,

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Speaker 2: and you know that can help kind of alleviate some

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Speaker 2: of the anxiety around whether or not you're being.

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Speaker 1: Taken for a ride.

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Speaker 2: But as the experts told me, if something seems too

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Speaker 2: good to be true, unfortunately it probably is.

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Speaker 4: And thank you for taking us through that.

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Speaker 3: I do think that, you know, it is interesting to

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Speaker 3: bring it back to the personal and back to us.

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Speaker 3: We have spoken about supermarkets so often on this podcast,

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Speaker 3: and I think, you know, it can feel quite detached

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Speaker 3: and it can feel like just another news story, But

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Speaker 3: this is something that matters to I'd say each and

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Speaker 3: every one of us us and certainly you know we'll

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Speaker 3: be keeping an eye on this A Triple C case

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Speaker 3: and understanding what happens from here. Woollies has said it

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Speaker 3: will engage with the A Triple C on the issue,

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Speaker 3: while Coles has said it intends to defend the action.

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Speaker 3: So there's a lot that will come from this, and

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Speaker 3: now that I understand the psychology behind it all, I

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Speaker 3: am absolutely fascinated. Thank you for joining us for another

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Speaker 3: episode of The Daily Oz. If you are listening to

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Speaker 3: this on Spotify or Apple, we would love you to

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Speaker 3: hit follow.

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Speaker 4: If you're watching us on.

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Speaker 3: YouTube, you can hit subscribe and you'll never miss another video.

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Speaker 3: Have a brilliant Monday, and we'll be back again tomorrow.

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Speaker 6: My name is Lily Madden and I'm a proud Arunda

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Speaker 6: Bungelung Calcottin woman from Gadigol Country. The Daily oz acknowledges

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Speaker 6: that this podcast is recorded on the lands of the

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Speaker 6: Gadigol people and pays respect to all Aboriginal and Torres

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Speaker 6: Strait Island and nations. We pay our respects to the

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Speaker 6: first peoples of these countries, both past and present,