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Why Stores Place Candy by the Checkout Counter (And Why New Habits Fail)

Why Stores Place Candy by the Checkout Counter (And Why New Habits Fail)

Selling candy bars can teach you a lot about building better habits. Before I tell you why, let’s start at the beginning.

The Science of Candy Bars

In 1952, an economist by the name of Hawkins Stern was working at the Stanford Research Institute in Southern California, where he spent his time analyzing consumer behavior. During that same year, he published a little-known paper titled, The Significance of Impulse Buying Today.

In that paper, Stern described a phenomenon he called Suggestion Impulse Buying, which “is triggered when a shopper sees a product for the first time and visualizes a need for it.”

Suggestion Impulse Buying says that customers buy things not necessarily because they want them, but because of how they are presented to them. This simple idea—that where products are placed can influence what customers will buy—has fascinated retailers and grocery stores ever since the moment Stern put the concept into words.

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How to Sell Candy Bars

Candy sales are very seasonal. Bulk candy purchases tend to be made around Halloween and other holidays, which means that during the majority of the year candy never makes it onto the grocery list. Obviously, this isn’t what candy companies want, since they would prefer to have sales continue throughout the year.

Because candy isn’t an item you are going to seek out during most trips to the grocery store, it is positioned in a highly visible place where you’ll see it even if you aren’t looking for it: the checkout line.

But why the checkout line? If it was just about visibility, the store could put candy right by the front door so that everyone saw it as soon as they walked inside.

The second reason candy is at the checkout line is because of a concept called decision fatigue. The basic idea is that your willpower is like a muscle. Like any muscle, it gets fatigued with use. The more decisions you ask your brain to make, the more fatigued your willpower becomes.

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If you saw a box of candy bars at the front door, you would be more likely to resist grabbing one. By the time you get to the checkout counter, however, the number of choices about what to buy and what not to buy has drained your willpower enough that you give in and make the impulse purchase. This is why grocery stores place candy at the checkout counter and not the front door.

OK, but what does a Kit Kat bar have to do with building better habits?

3 Ways to Change Your Habits

At a basic level, a store that wants to sell more candy wants to change human behavior. And whether you’re trying to lose weight, become more productive, create art on a more consistent basis, or otherwise build a new habit, you want to change human behavior too. Let’s take a look at what the grocery store did to drive additional purchases of candy bars and talk about how those concepts apply to your life.

First, grocery stores removed the friction that prevented a certain behavior. They realized that people were only buying candy in bulk around the holidays, so they cut down the size of the purchase and sold candy bars one at a time.

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You can do the same thing with your habits. What are the points of friction that prevent you from taking a behavior right now? Does the task seem overwhelming (like the equivalent of buying 40 pieces of candy when you only want 1 piece)? Then start with a small habit. Examples include: doing 10 pushups per day rather than 50 per day, writing 1 post per week rather than 1 per day, running for 5 minutes rather than 5 miles, and so on. Starting small is valuable because objects in motion tend to stay in motion.

Second, grocery stores created an environment that promoted the new behavior. Retailers recognized that unless the holidays were around the corner, people were unlikely to browse the store and seek out candy bars, so they moved the candy bars to a place where people didn’t have to seek them out: the checkout line.

How can you change your environment so that you don’t have to seek out your new habits? How can you adjust your kitchen so that you can eat healthy without thinking? How can you shift your workspace so that digital distractions are minimized? How can you create a space that promotes the good behaviors and prevents the bad ones? Surround yourself with better choices and you’ll make better choices.

Third, grocery stores stacked the new behavior at a time when the energy was right for it. As we’ve already covered, you’re more likely to give in and buy the candy bar at the checkout line because decision fatigue has set in. Of course, it’s not just decision fatigue that saps our willpower and motivation. There are a variety of positive and negative daily tasks that drain your brain. Periods of intense focus, frustration, self-control, and confusion are all examples of how you can deplete your mental battery.

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When it comes to building better habits, you can deal with this issue in two ways.

  1. You can take active steps to reduce the areas that deplete your willpower. In the words of Kathy Sierra, you have to “manage your cognitive leaks.” This means eliminating distractions and focusing on the essential. It’s much easier to stick with good habits if you subtract the negative influences. Self-control has a cost. Every time you use it, you pay. Make sure you’re paying for the things that matter to you, not the stuff that is useless or provides marginal value to your life.
  2. You can perform your habit at a time when your energy is right for it. Stores ask you to buy candy bars when you are most likely to say yes. Similarly, you should ask yourself to perform new habits when you are mostly likely to succeed. Your motivation ebbs and flows throughout the day, so make sure the difficulty of your habit matches your current level of motivation. Big habits are usually best if attempted early in the day when your motivation and willpower are high (or after a lunch break when you’ve had a chance to eat and rejuvenate).

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    Your Environment Drives Your Habits

    We like to think that we are in control of our behavior. If we buy a candy bar, we assume it is because we wanted a candy bar. The truth, however, is that many of the actions we take each day are simply a response to the environment we find ourselves in. We buy candy bars because the store is designed to get us to buy candy bars.

    Similarly, we stick to good habits (or repeat bad habits) because the environments that we live in each day—our kitchens and bedrooms, our offices and workspaces—are designed to promote these behaviors. Change your environment and your behavior will follow.

    This article was originally published on JamesClear.com.

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    Last Updated on September 10, 2019

    7 Morning Rituals to Empower Your Day And Change Your Life

    7 Morning Rituals to Empower Your Day And Change Your Life

    Most of your reality is not a given. It is shaped by your expectations, beliefs and thoughts you have formed about it. A big chunk of these beliefs and expectations are encoded into habits you integrate in your daily life.

    Yes, some of these habits are formed unconsciously and can be counter-productive or limiting but conversely, you can consciously form positive habits that will transform and empower your life significantly.

    This is a powerful point of departure that more and more people are becoming aware of. The most common trait of highly successful people is the recognition of the power they have in co-creating their reality through changing the way they think, believe or expect their reality to be.

    One of the most effective ways of changing our belief patterns is through practising and maintaining daily rituals. Ancient traditions had clearly understood the power of rituals in reinforcing habits and changing the way we see and create our reality a long, long time ago.

    Once again, if you look into the life history of any highly successful individual, you will find some form of ritual in their daily routine. Some of these rituals may seem banal or eccentric but don’t be deceived by appearances. Rituals are one of the most effective self-empowering tools freely available at the practitioner’s disposal – that is, you!

    Below are some the easiest yet life-changing morning rituals you can do every day. Of course, you can have your own afternoon or bed-time rituals but morning rituals are extremely effective in empowering your day since they help you charge yourself before it all starts.

    1. Gratitude

    Feeling gratitude and appreciation for those little signs and moments of joy happening in your life is probably one of the most overlooked or underestimated rituals. It is a perfect morning ritual to start your day on a very positive key.

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    The real power of gratitude is that it makes you pick out and focus on what is working in your life – what is in tune with your being as a whole. It is selectively positive. It reinforces happiness and positivity by shedding light on those awesome things, small or big, that grace your everyday living.

    Quite often, we just pick out the pain points, the problems, the bottle necks, whatever it is that is not working in our life and causing friction, anxiety and unhappiness. This is like constantly rewriting the script of your life with a negative or tragic overtone. Your subconscious mind follows faithfully that script you write whether it is a negative or positive one.

    So feeling gratitude is undoubtedly an immensely empowering ritual. Start your day by being thankful for those positive things that happened the previous day or throughout the week. It could be something really petty and small. It doesn’t matter. You might be grateful for an unexpected visit from an old friend, a beautiful encounter with a kind stranger, a new opportunity or whatever it is that shines your way. Do it every morning and see what happens during the day.

    Gratitude-Quotes

      2. Writing Down Your Most Important Tasks

      This is a very practical ritual. Start your day by identifying and writing down from one to three of the most important tasks you need to complete during that day. These tasks are ones which support important long term goals that are aligned to your purpose, passion or general direction in life.

      For example, if writing a book or building an online community are important long term goals which are aligned to your personal growth, then an important task for the day might be finishing off a particular page or two of the book or coming up with fresh content ideas for the online community.

      What is important with this ritual is that you identify these tasks and complete them as early in the day as possible. Of course, you will have other tasks apart from the ones you will write down but, these are tasks which can be tackled later or batched up and carried out in one go.

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      Writing down your most important tasks in the morning helps you focus your day and life according to what is essential. It helps you prioritize and manage your time better. As a result, you simplify your life by applying your focus and energy on what really counts for your overall life progress.

      3. Affirm Your Goals in Writing or Drawing

      This is similar to the previous idea but different in its application and purpose. Writing down your most important tasks of the day is a way to have a concrete structure of action to follow. Affirming your goals, on the other hand, is a very powerful way of crystallizing your vision and goals in life into your everyday mental space.

      Writing down or doodling your goals on a piece of paper helps you externalize those goals by giving them form. In return, they are reflected back in your subconscious mind and thus, reinforcing them and integrating them more wholly.

      An example of this would be writing down “I am achieving greater success in my career” or “I am becoming healthier and stronger through my exercise.” Notice the present tense being used as a way to tell yourself you are in the process already. Remember the life script we subconsciously follow? You are basically modifying the script to be applied now in the present.

      Drawing or doodling can be equally, or even more, effective  (if you are more of a visual person) as it summarizes a graphical representation of your goals. For example, if your goal is to build a new house or live in another country, you can draw the house or draw things that symbolise the country you want to live in.

      write down goals

        4. Practice Qi Gong Exercises

        According to Chinese philosophy, Qi (pronounced ‘Chee’) means the life force or energy inherent in all things;[1] and Qi Gong is the practice to cultivate and circulate that energy in your body. This may sound esoteric or complicated but actually, Qi Gong is really a set of simple exercises aimed at increasing your health and vitality.

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        There are numerous forms and practices available for free through the online media. As a morning ritual, I recommend following these simple exercises by Qi Gong master Lee Holden:

        5. Drink Hot Water with Lemon

        Simply add a slice of lemon in a glass of hot water and drink one every morning. This is a very simple ritual I follow faithfully every morning.

        Apart from being a good source of vitamin C and a great way of flushing out toxins in the morning, it balances and maintains the PH levels in the body, reduces pain and inflammation in joints and knees and helps nourishing brain and nerve cells. Here are some more benefits of drinking hot water with lemon.

        6. Rise Earlier

        The practical advantages of waking up early are obvious.

        For example, you gain more time for doing exercise such as walking, cycling or Qi Gong as suggested above. You gain more time to be with yourself to reflect, meditate or, more importantly, carry out the other morning rituals.

        So rising early can be seen as a foundation for all the other morning rituals. Many, like myself, find that they are more productive in the early hours of the day.

        Also, various studies have shown that there are many other benefits from waking up an hour or two earlier in the morning. Sleeping early and waking up early helps the body attune with the earth’s circadian rhythms thus, promoting more restorative sleep. Other curious results from such studies show, for instance, that early risers tend to be more optimistic and can anticipate and solve problems more efficiently than the norm.[2]

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        7. Listen to Uplifting Music

        Uplifting music can have a direct impact on our mood, especially in the morning. It charges us emotionally and tunes us into a more positive outlook of the day ahead.

        Most people wake up to music or listen to music as they commute to work. Very often, however, they tune in to a radio or randomly pick a playlist from their device. Being more selective and conscious of the music you listen to in the morning can have a great impact on your day and life in general.

        It’s funny how we try to choose music according to our mood. For example if you are feeling down or disappointed by something, you are more prone to listen to music that reflects that mood – for instance blues, sad songs or downtempo music. This has the effect of reinforcing that mood. What you need to do is the exact opposite and retune your mood by listening to music that beats to a different tune than that mood.

        Try to listen to more uplifting music in the morning even if, or especially if, your mood does not dictate so.

        More About Energetic Habits & Rituals

        Featured photo credit: Carli Jeen via unsplash.com

        Reference

        [1] Live Science: What Is Qi Gong
        [2] Harvard Business Review: Defend Your Research: The Early Bird Really Does Get the Worm

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