Consumer psychologist explains why we react so extremely to Albert Heijn discounts: “I also risk losing control”

A box of dishwasher tablets or a bottle of detergent rarely seems worth fighting for, but things almost turned out differently at Albert Heijn today. The spectacular promotion “get seven, pay for two” led to pushing and pulling in various branches, looted shelves and customers literally pulling products out of each other’s hands. What inspires people to go to such lengths for a discount? “It is of course ridiculous, but explainable,” says consumer psychologist Patrick Wessels. He explains what happens in our heads when an opportunity suddenly feels like a struggle for survival.

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