“Shivam, you wanted a hand blender for your soup recipes, right? This one from Braun is available for ₹1500 on Amazon Sale” My wife exclaimed in a louder than her usual voice, with a sparkle in her eyes.

I minimized my Instagram app after completing the reel I was in the middle of watching and turned towards her literally a few seconds later.

But by then she had realized her blunder.

“Oh wait, iska price to ₹9000 hai, ye inhone EMI upar dikhai hai yaar aur actual price chhota sa niche likha hai” she uttered.

Yes, the ₹1500 price point was actually the monthly EMI for a 6 month period!

Price of that hand blender was actually ₹9200.

Well, this is a genius trick being employed by leading ecommerce websites these days.

By showing an ₹8200 price(EMI) much larger than the actual ₹52000 price tag for an iPhone 13 they convince me within a second that I can afford the phone!

Call it neuromarketing or smart UX play or simply deploying psychology to get people to give a second thought to buying an item they don’t need.

Quite an interesting & smart play by Amazon if you ask me.