Sitting in a comfy chair? Well, don’t shop online!

IF YOU want to control your online spending habits, sit in an uncomfortable chair, researchers recommend.

Cathrine Jansson-Boyd said online shopping while lounging on a sofa was likely to lead to splurging.

The consumer psychologist from Anglia Ruskin University has been studying the influence of touch on shopping behaviours. She said making yourself as uncomfortable as possible while browsing online was key to ensuring you don’t accidentally go overboard.

‘Sit on the office chair as it’s really uncomfortable,’ she told the British Science Festival in Chelmsford. ‘If you’re not sitting

‘Go outside for some fresh air’

comfortably when online shopping at home, you won’t like the items you’re browsing as much.

‘You’ll rate things slightly different and be more unsure about them. You’re spending less than if you’re sitting comfortably.’

Dr Jansson-Boyd said some companies had used this technique to ensure a higher turnover of customers.

‘McDonald’s does this beautifully – they’re the best company in the world for this,’ she said.

‘They don’t want people to sit in their chairs for too long because they want a high turnover for greater profits. So they create uncomfortable seats.’

Dr Jansson-Boyd also said online shoppers made ‘snap decisions’ when tired.

Having a coffee or ‘going outside for some fresh air’ before browsing could be beneficial, she added.