Retailers prep to keep the peace on Black Friday

While talk of religion and politics over Thanksgiving dinner may incite an argument, Black Friday ads may stir up a fight.

According to a study by Assistant Professor of Marketing Kirk Kristofferson and Professor of Marketing Andrea Morales, advertising may play a role in what we’ll do for a deal. The duo did seven studies with more than 1,100 participants and proved that simply being shown a “scarcity ad” was enough to incite aggressive behavior. In a Chicago Tribune article on November 23, 2016:

When Black Friday crowds do get out of hand, "mob mentality" likely plays a big role, Kristofferson said. But he argues you don't need a crowd to start seeing ugly behavior. When consumers see a promotion emphasizing limited quantity, other shoppers become competitors threatening their ability to get the deal, according to the study by researchers at Arizona State, Simon Frasier University in Vancouver, and the University of British Columbia. Put that person in a situation inviting aggression, and they may be more likely to show it, Kristofferson said.

About Kirk Kristofferson and Andrea Morales