3 6 Ke·2025-08-22 01:52Core Viewpoint - The article discusses how discount stores manipulate consumer behavior through pricing strategies and store layouts, effectively transforming shoppers into efficient purchasing machines, while also raising questions about consumer autonomy in decision-making [4][5][16]. Group 1: Consumer Behavior Manipulation - Discount stores attract consumers with extreme low prices, creating a sense of trust and dependency [5]. - The use of cardboard shelves not only reduces operational costs but also creates a "warehouse" pressure that aligns with consumers' desire to save money during economic downturns [5][19]. - Consumers' shopping behavior is subtly influenced by store layouts, guiding them through a predetermined path that encourages quicker purchasing decisions [9][10]. Group 2: Limited Choices and Decision Simplification - Discount stores often limit the number of SKUs (Stock Keeping Units) to between 1,000 and 2,000, focusing on high-purchase-rate items, which reduces consumer choice and simplifies decision-making [10]. - The reduction in product variety leads to a phenomenon where 73% of consumers will opt for the cheapest available option when familiar brands are unavailable [10][15]. - Consumers experience increased indecision when returning to standard supermarkets, with hesitation times increasing by 2.8 times and a 37% decrease in price tolerance for non-discount items [15]. Group 3: Psychological Implications of Discount Shopping - The article questions whether the perceived self-discipline in frugal shopping is genuinely self-imposed or a result of external manipulation by discount stores [16]. - The hard discount model effectively recovers decision-making power from consumers while making them feel they are benefiting from the low prices [16][17]. - The article emphasizes that true freedom in consumer choice involves not just the content of purchases but also the breadth and quality of options available [19].