Are you under the influence at the supermarket?

Next time you pop into a supermarket for 'just a few things’ and leave with a basket that’s mysteriously overflowing, don’t blame your lack of willpower.

You’re up against an army of psychologists and marketing strategists who have spent years studying how to make you spend more. The same goes for that restaurant meal that somehow ends with an extra glass of wine and dessert.

It’s all part of a finely tuned psychological playbook. Take the supermarket layout, for instance. The essentials like milk, bread, eggs are usually tucked away at the back. That means you have to wander past dozens of tempting displays before you even reach what you came for.

Those bright end-of-aisle offers and sweets at the checkout aren’t there by chance; they’re perfectly placed to catch you in moments of low resistance.

Research has shown that simply walking further through a store increases the number of impulse buys. The longer you linger, the more likely your trolley is to fill.

Restaurants use their own version of this psychological choreography. Have you ever noticed how menus often feature one extravagantly priced dish? That’s called an ‘anchor' or ‘decoy’. Its main job isn’t to sell, it’s to make everything else look like a bargain.

Or those prices that end in .99 or .95? They trick your brain into perceiving a better deal than it really is.

Even the music playing in the background has a purpose. Studies have found that slower, softer music encourages diners to relax, stay longer and order more, while faster beats increase turnover at busy times.

On the surface, this might sound like manipulation, and in a sense, it is. But there’s a case to be made for the defence too. Supporters argue that these techniques can create more enjoyable experiences.

A thoughtfully designed store can feel pleasant and easy to navigate. A well-structured menu can help people discover new dishes.

The psychology of persuasion doesn’t have to be sinister; it can make shopping and dining smoother and more satisfying for everyone involved.

Businesses, after all, need to survive and understanding human behaviour is part of that equation.

But there’s a line between persuasion and exploitation. Critics say many of these tactics prey on our weaknesses, encouraging people to spend beyond their means or make unhealthy choices.

The classic example is placing sweets at child’s eye level near the checkout. Smart marketing, but also a nightmare for parents.

Others point out that while these tricks boost profits, they often steer customers toward products that aren’t necessarily good for them or the planet.

As awareness grows, some supermarkets have started using the same principles to promote healthier food, placing fruit at eye level, for instance but progress is uneven.

At the end of the day, psychology in retail and dining is neither good nor bad on its own. It’s a tool.

The question is how it’s used and whether we, as consumers, can stay one step ahead. So next time you find yourself reaching for that extra chocolate bar or upgrading your meal, pause for a moment.

You might just be under the gentle spell of behavioural science.