Why do we like when sellers manipulate us?

In today's world, mattress stores tempt their customers in increasingly insidious ways. They offer an excessively wide selection of mattresses that seemingly cater to each person's preferences and needs. However, many salespeople and even mattress manufacturers use unethical practices to increase their revenue. Therefore, manipulating customers in the mattress industry has become so widespread that it often goes unnoticed by consumers.
 

Manipulating a customer who wants to buy a mattress often involves using tricks that aim to sell a more expensive product. In Europe, however, unethical methods are also commonly used to sell lower-quality products, deliberately misleading customers about the materials used in mattress production or their actual properties. Misrepresentations about mattress returns and warranty conditions are also widespread.
 

Most salespeople use name games and other techniques described below, based on emotional manipulation, deception, or creating time pressure. The abundance of methods and the specific nature of the industry means that the low level of mattress knowledge is commonly exploited. For almost every salesperson, the only thing that matters is sales and achieving the highest profit margin, with no room for the customer's benefit.

A world based on consumption is full of marketing strategies aimed at attracting the customer's attention and encouraging them to make a purchase. One of the commonly used methods is customer manipulation, which involves deceiving them and persuading them to make a decision that is not always beneficial for them. The most common of these illusions is the value illusion, based on the mistaken belief that the cheapest can be good or the most expensive is always the best.

Meanwhile, when buying a mattress at a lower price, we often receive a lower quality product, which involves the use of cheap and not necessarily healthy materials, such as any form of springs (Bonnell, pocket, or multi-pocket), coconut mats, or closed-cell foams that will quickly lose their shape. Low price means low production costs, which ultimately affects the quality and lifespan of the mattress. Additionally, a low price may indicate a lack of experience or poor customer service quality.

As we know, price does not always reflect the value of the product or service. Product prices are based on many factors, primarily production costs and imposed margins. If the price of a mattress is too low, it may indicate that it was produced in low quality, and the price is only a simple way to attract customers.

Cost-effectiveness is a common argument when choosing a mattress, which for many people is synonymous with price. Many people attach great importance to the price due to a limited budget. However, it is worth realizing that a cheap mattress means poor quality. Additionally, mattresses at a low price are almost never able to provide proper spine support and body support. As a result, the user's health suffers.

Remember that a low price mattress is only an apparent saving in practice. This is because buying a cheap mattress only gives us a short-term benefit, as it will quickly become deformed, saggy or damaged in some other way. Such a mattress, in addition to often being harmful to health, must also be replaced more frequently than a good product. Therefore, cheap mattresses are not profitable as a rule.

Equally erroneous is the belief that the most expensive mattress is unquestionably and indisputably also the best mattress. This is because the cost of producing a mattress never exceeds a certain limit. In the case of high-quality foam mattresses, the total production cost will never be too low, but it is also not overly high. A standard, most commonly purchased 160x200 mattress should not cost more than 5000 PLN. Any higher price is simply a margin that the selected mattress store has imposed on the product. These margins can reach even several hundred percent, which can be absurd.

Instead of buying the cheapest mattress, it is worth considering buying a mattress on installment payments. This will allow us to enjoy a high-quality mattress without overloading our household budget. It will also save us on the costs associated with potential medical treatment and rehabilitation of health problems resulting from choosing the wrong mattress.

The design of a store has a significant impact on customers' purchasing decisions. Stores that are well-designed and properly decorated attract customers and encourage them to make purchases. Customers prefer to shop in stores with attractive shelf layouts, well-lit displays, and products that are easily accessible. This creates a comfortable shopping experience, motivating customers to make purchases.

Additionally, using color psychology in store design is a way to influence customers' purchasing decisions. Colors can affect customers' emotions and behavior, which translates into their purchasing decisions. For example, warm colors such as red and yellow can evoke pleasant emotions and encourage customers to make spontaneous purchases, while cool colors can create a sense of restraint in consumers.

Another element of store design that influences customers' purchasing decisions is the use of visual social signals. These signals include messages related to recommendations and reviews from customers, as well as television advertisements and other actions that influence the popularity of products. Using such signals increases customers' trust in the store and its products, which may encourage them to make purchases.

It is worth noting that stores that showcase their products in an attractive manner attract customers' attention and encourage them to make purchases. Therefore, if specific mattress models are displayed appropriately in the store, more of them will be sold. This can be used to promote mattresses and pillows that have a higher margin.

Therefore, the visual impression that a particular mattress store creates definitely influences its perception. This is an action on our subconscious, which is a completely unconscious part of our psyche. However, it is important to consciously and rationally make a decision not to make purchases based on first impressions. Instead, hold onto that decision tightly and compare the information provided by the seller with the reality based on hard scientific data.

To understand how mattress sellers manipulate us, we must be aware of the cost of production. Of course, no company operates on a charitable basis, which also requires adding a margin to mattresses, as well as including additional costs in the price. These may be related to transportation or marketing.
 

Despite this, most mattress manufacturers, both smaller and leading companies, adopt a very unfavorable price structure for consumers. For example, we can take the spring mattress of a well-known company, which costs 7200 Polish złoty in the store. Its external appearance is tempting to the eye, which led to its classification in the premium mattress segment, despite the lack of other criteria.
 

To build this mattress, multipocket springs were used, as well as two layers of polyurethane foam called - of course - by their own name. A thin layer of high-elasticity foam with a density of 39 kg/m3 and a hardness of about 2.0 kPA, which would be HR4020 foam, was placed directly on the springs. The first layer of the mattress is supposed to be a thermoelastic foam with a density of 44 kg/m3 and a hardness of about 0.7 kPA. The sides of the mattress, on the other hand, were made of traditional foam with a density of 25 kg/m3 and a hardness of 1.2 kPA.
 

Therefore, we are dealing with a spring mattress that is not healthy in itself. The springs only move up and down, not providing adequate dynamics and consequently not adapting to the spine. In addition, they transfer movements on the mattress, quickly sag, and conduct electromagnetic waves, successfully replacing the radio.
 

The high-elasticity foam used for its construction is characterized by the appropriate density and hardness, but there is definitely too little of it to make any difference. The use of memory foam in the first layer reduces comfort, which results from its properties described by us many times. Although its density is acceptable, the hardness is at least twice too low. As a result, it will quickly sag under the weight of the body and its ordinary temperature, creating a non-air-permeable layer of polyurethane.
 

The use of traditional foam, designated with the letter T, and increasingly with the letters PU, on the sides of this mattress deserves particular condemnation. In addition, its density is terrifyingly low, as is its hardness. This will mean that the mattress will sag on the sides not only during sleep but also when sitting on its edges.
 

The cover of the described mattress is made of low-grammage knitwear, which does not exceed 200 g/m2. It is quilted with batting and non-woven fabric, which radically reduces its flexibility. However, it is made in such a way that it looks luxurious and fits into the current interior design trends. Although its functionality is low, it looks expensive and during testing in the store, it may seem comfortable.

When buying a mattress, there are often situations that we later consider absurd. This is often because we end up buying a completely different type than we initially intended due to the various techniques described in this article that mattress and pillow sellers use. This is also due to a lack of knowledge about mattresses, as it is still not adequately exposed and popularized.
 

In the case of the most expensive mattresses, a sense of belonging to a group is also significant. Many people later realize that they have purchased an uncomfortable mattress, but the logo of a well-known brand reduces the cognitive dissonance associated with it.
 

A sense of belonging to a group can influence the decision to purchase a mattress because people often rely on the opinions and choices of others from similar social groups. For example, if there is a trend in a group of friends to buy a certain brand or type of polyurethane foam mattress, a person from that group may be inclined to buy the same or similar product to feel integrated with the group.
 

The influence of a social group on purchasing decisions may result from the desire to satisfy the need for belonging and acceptance among other people. By purchasing a product that is popular among people with similar interests, a person can feel more accepted and integrated with the group. Therefore, people associated with a particular social group may be more willing to purchase a mattress that is popular among other people from the same group.
 

Furthermore, social groups may have different preferences and requirements for products, including mattresses. People who identify with a particular group may have specific needs and expectations regarding the comfort, quality, and functionality of a mattress. By purchasing a product that is popular among other people from a similar social group, a person may have greater confidence in the purchase's compatibility with the group's requirements and preferences.
 

However, most often, we buy a mattress recommended by the seller because we do not have knowledge about what we should consider when purchasing a mattress. For the typical consumer, knowledge about polyurethane foams, coconut mats, or various types of springs is entirely unfamiliar. This translates into a purchase without knowledge of the mattress's functionality and sometimes even their own needs.

The most commonly used method of manipulating customers in mattress stores in Poland is known as the "name game" technique. It consists of several stages, which ultimately aim to increase profits for the seller, at the expense of consumers. Customers are often not equipped with the knowledge that allows them to verify the information provided to them.

During mattress production, it is common for the same product to be sold to different stores under different names and brands, primarily under the store's own brand. This allows sellers to create the illusion that a particular mattress is not available in other stores, which may encourage the customer to make an immediate purchase. However, sellers often do not inform customers that the same mattress is available under a different name and description, as well as at a different price.

Physiotherapists are increasingly found in mattress stores. However, they are not taught during their studies which mattresses or pillows to use. Most of them also have no idea about polyurethane foams or other materials used to make mattresses. Therefore, they are unable to predict how these materials will behave during sleep on a particular mattress model over the following nights.

Although the presence of a physiotherapist is just another marketing ploy, many people are susceptible to it. This is a result of the "white coat effect", which means that people usually consider doctors, scientists, or other experts as authorities. Therefore, the fact that people have a natural tendency to succumb to their suggestions is being exploited. Although in the past, this was related to the specific attire worn by these individuals, primarily the white coat, nowadays, just knowing someone's professional title is enough.

In some stores, the role of physiotherapists has been partially taken over by sellers themselves. They have created an unscientific flat hand test, which involves placing a flat hand between the lumbar spine and the mattress. The test result depends entirely on the seller's subjective feelings. Additionally, it is not sensible because it is performed in store conditions, where both the body and the mattress behave entirely differently than at home.

Among the techniques that deceive consumers is the use of a multitude of different products by artificially inflating the number of available mattress models. This is not aimed at matching the mattress to the needs of a specific customer, as in reality there is a universal mattress suitable for at least 93% of the population. Even in good hotels, although we cannot choose the type of mattress, practically everyone sleeps well.

The diversity of the mattress offering is also associated with proposing various types of mattresses. Coconut mattresses are often encountered, which can be unhealthy, and their existence is devoid of reason. Sellers often recommend zone mattresses, while objectively it is impossible to match zones to correspond to people of different heights.

One of the very reprehensible methods of manipulation is also telling untrue stories about double-sided mattresses. Usually, they are spring mattresses, and turning them over is supposed to prevent the springs from sagging. However, each of us knows from a very young age that the crumpling of a steel spring on one side and then turning it over to the other side will not magically reshape the metal back to its original state. This also applies to other materials, especially closed-cell foams, which easily suffer permanent damage.

However, what we encounter in almost every mattress store is the use of an absurd scale of mattress firmness designations, based on H1, H2, H3, and H4, and sometimes also H5 and H6. The higher the number after the letter H, which was borrowed from the English word "hardness", the firmer the mattress is supposed to be. However, in reality, there is no standardized table indicating what these firmness designations actually mean. Therefore, this scale is entirely unreliable and lacks empirical foundations. It often happens that two mattresses of the same model and with the same designation differ in their actual firmness.

Physics allows for the determination of the actual firmness of a mattress. Manufacturers of various types of polyurethane foams provide values expressed in kPa (kilopascals) and N (newtons). In addition, there are static testing machines that allow for the determination of the firmness of a specific mattress using precise tools. However, this would require mattress manufacturers to ensure production repeatability and increase quality, which most of them deliberately avoid.

Although it may sound somewhat paradoxical, we as humans like it when salespeople manipulate us. We are naturally susceptible to the influence and suggestions of others, especially in situations where we lack sufficient knowledge or experience. In these cases, we are very easily swayed by all the manipulative techniques described above.
 

Our susceptibility to manipulation also arises from our emotions and the pursuit of satisfying our often-unconscious needs, particularly the need for recognition and belonging to a group. Of course, the minimal knowledge of mattresses, preferences, and lifestyle also plays a crucial role. Salespeople use these factors to better understand our needs and desires, and then adapt their sales strategies in a way that encourages us to purchase their products.
 

Interestingly, salespeople often do not have knowledge about specific mattress models themselves. Remembering the technical details of dozens or hundreds of products is difficult, especially when one has not been involved in their production, and the only knowledge usually comes from training sessions organized by leading manufacturers. As a result, the information often has little to do with reality. This is in contrast to buying directly from a reliable and honest mattress manufacturer such as ONSEN®, as demonstrated perfectly by shopping in a physical store.
 

However, even if we are aware of the above and go to a physical store without the necessary knowledge, we still tend to believe in the authority of the salesperson. We often consider them knowledgeable about the products they sell. Salespeople often use their position to influence our purchasing decisions, persuading us that choosing a particular product is the best decision. However, the primary goal of every salesperson is to make a sale.
 

Fraud in the mattress industry is widespread, and consumers often find it difficult to recognize when they are being manipulated. One of the most common manipulation tactics is setting prices that exceed the value of the product. Such practices as reducing prices for a limited time to encourage quick purchases or introducing "high" prices and then "lowering" them to make it seem like the customer is receiving a favorable offer are frequently used.
 

The most important thing is to be aware that fraud is widespread and marketing manipulation is extremely effective. A consumer who understands this can make more informed purchasing decisions and save money. However, in the case of a mattress and pillow, the most crucial factor is the impact of a conscious choice on our health. Our daytime functioning depends on them, not just our night-time comfort.

How to recognize manipulation from mattress salespeople?

Mattress salesman manipulation is easy to recognize. They don't necessarily have to use aggressive sales techniques. More commonly, they use unfair comparisons and hide full information about the product. Manipulation can also occur through name games and the use of excessively high discounts.

What manipulation techniques do mattress salespeople use?

Mattress salesmen can use various manipulation techniques, primarily name games. This involves changing the name of the product and adding a false narrative to increase its attractiveness to the customer. They also often use unclear and confusing terms, including the names of their own polyurethane foam. Additionally, they frequently withhold full information about the mattresses, particularly regarding the type, density, and hardness of the foam.

What is the name game technique?

The name game technique involves selling the same product under two different brands. The customer has no idea that they are dealing with two identical mattresses but with different covers. Both are sold at different prices, with the store's own brand usually being more expensive. However, the salesman offers a larger discount on this mattress, making it only a few hundred złoty more expensive than its twin. The salesman maintains that it is a much better product and worth paying a small amount extra to sleep on a higher-quality mattress.

What questions should you ask a mattress salesperson?

When buying a mattress, it is essential to ask the salesman about many things, such as the materials used to make the mattress, the return policy, and the warranty. It is crucial to demand written confirmation of the materials used in the mattress's production, particularly regarding the type, density, and hardness of the polyurethane foam. Additionally, remember that memory foam is also a type of polyurethane foam, and its production has been around for several decades, so it is not a modern material.

Is it better to buy a mattress online or in a physical store?

The decision to buy a mattress online or in a physical store usually depends on the customer's preferences. When buying online, we have the ability to independently gather the necessary information to choose the right mattress. We can browse and compare different mattresses at any time, and most importantly, we can take advantage of the possibility of returning the mattress if it turns out to be unsuitable. Meanwhile, in a physical store, we cannot properly test the mattress, its return is usually impossible, and we also expose ourselves to manipulation by the salesman.