It helps to think of our relationship with merchants like this: We’re the master and they’re the puppy.
Now, a puppy will do whatever comes into its little head. Left untrained, the puppy will chew everything, bark all day, get up on the sofa, jump up on everybody, and do anything else he likes. Thank goodness we have the means to discourage such behavior.
Left untrained, a merchant will raise prices whenever he pleases, cut back on customer service, shorten hours, and anything else that comes into his little head. Thank goodness we have the means to discourage such behavior.
In all cases, our job is to provide appropriate reinforcement.
• Up on the sofa? Bad dog! (puppies don’t like stern words)
• New higher price for that can of beans? Bad dog! (don’t buy them; buy elsewhere)
• Jumping up on me? I’m turning my back until you stop! (negative reinforcement)
• Put the beans on special? Good boy—here’s a treat (namely, a sale)!
• Fewer and fewer check stands open? Bad dog! (I’m going across the street)
• Barking all day? I’m contacting Cesar Millan (calling in the heavy artillery)
• Always out of the advertised items? Bad dog! (I’m never coming back!)
• Consistently better prices and cleaner store? I’m telling all my friends (positive reinforcement)
My real point is, as consumers we have clout. When we reward bad merchant behavior, it will continue and we will all suffer. When we make a point of doing business with merchants who do their best on prices and shopping experience, everybody wins. So think of spending money in a positive way—as your chance to reward the best merchant you can find.
One more thing. It’s not only retailers who need our reinforcement. It’s anybody competing for our hard-earned money: The auto mechanic. The landlord. The charitable organization. The restaurant. The cable company (Oh, wait; no competition there).
