学进去

Here are three toys on the 2016 US hot toy list.

Why? It has something to do with the quality of the toys. Companies are not allowed to lie. But they can try to make you believe that you want something. Keeping your eyes open for these marketing tricks（策略）.

Showing Famous Faces

Why is Simone Bile’s picture on your breakfast box? Why does Taylor Swift drink Diet Coke? They may love those products. But they’re also paid by those companies. Companies invite stars, and even cartoon characters to stand up for the products.

Forcing FOMO

FOMO stands for Fear of Missing Out. If you think you won’t be able to get a product because it’s selling quickly, you’re more likely to rush to buy it. That’s why you see “limited edition（限量版）” products. Apple, for example, uses this rule when it gives out limited numbers of new photos to create shopping excitement.

Creating Collections

Think Shopkins. The company creates groups of products, like ice cream balls and teacups. Then it tries to advise you to buy them all to complete your collection. Many products have found success this way. Then they ended up in a box in your house. Ask yourself: Do I want this because I like it? Or am I just trying to collect more than my friends?

Playing Mind Games

Marketers want you to think that buying their product will change you in some way. They want you to think “buying this brand（品牌）is going to make you cool, happy, or popular,” says Professor Ahern. Marketers try to control your view of the brand by using a story, imagery, music, or people. Then, whenever you’re about to buy something, they hope that image will pop into your mind, making you choose their product over another.

So now you know. This Black Friday, be sure to shop smart.