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0 8px 0 rgba(0, 0, 0, 0.15);--yds-shadow-md:0 0 16px 0 rgba(0, 0, 0, 0.15);--yds-shadow-lg:0 0 24px 0 rgba(0, 0, 0, 0.41);--ukko-background:#ffffff;--ukko-background-contrast:#131415;--feature-story-background:#000000;--ukko-grey-background:#f1f2f4;--ukko-navigation-background:#ffffff;--ukko-navigation-shadow:linear-gradient(0deg,rgba(19,20,21,0%),rgba(19,20,21,5%));--ukko-news-briefly-background:#ffffff;--ukko-default-item-background:#ffffff;--ukko-dark-item-background:#131415;--selko-footer-background:#e8e9eb;--ukko-overlay-background:#131415;--ukko-group-header-emphasis-background:#e90e43;--ukko-pulsating-dot:#e90e43;--ukko-link:#0a3276;--ukko-visited-link:#878a8b;--ukko-default-text:#131415;--ukko-dark-text:#f8f9fa;--ukko-text-contrast:#f8f9fa;--ukko-feature-story-text:#f8f9fa;--ukko-separator:rgba(0, 0, 0, 0.09);--ukko-dark-group-separator:rgba(255, 255, 255, 0.13);--ukko-alert:#e90e43;--ukko-focus:var(--yds-color-border-primary-focus);--ukko-location-select-option-hover:#f1f2f4;--ukko-location-select-option-focus:#ffffff;--ukko-location-select-scrollbar-background:#878a8b;--ukko-byline-background-color:#3d5483;--ukko-byline-journalistic-background-color:#ffffff;--ukko-byline-text-color:#f8f9fa;--ukko-kicker-journalistic-background:#4b075b;--ukko-live-udpates-separator:#d8d9db;--ukko-default-play-button-background:#ffffff;--ukko-default-play-button-icon-color:#000000;--ukko-default-play-button-text-color:#f8f9fa;--ukko-inverse-play-button-background:#000000;--ukko-inverse-play-button-icon-color:#ffffff;--ukko-inverse-play-button-text-color:#000000;--ukko-weather-warnings-background:#f8f9fa;--ukko-pollen-even-row-background:#f8f9fa;--ukko-playlist-header:#131415;--ukko-playlist-button-background:#f1f2f4;--ukko-playlist-button-color:#131415;--ukko-placeholder-gradient-color-1:#ecedef;--ukko-placeholder-gradient-color-2:#e0e1e3;-webkit-print-color-scheme:light dark;color-scheme:light dark;}/*!sc*/ @media (prefers-color-scheme:dark){.auto-detect-ukko-theme{--yds-color-background:#131415;--yds-color-background-variant:#1f2123;--yds-color-background-negative:#ffffff;--yds-color-background-navigation:#000000;--yds-color-background-control:rgba(255, 255, 255, 0.53);--yds-color-background-control-disabled:rgba(255, 255, 255, 0.21);--yds-color-background-input:#131415;--yds-color-background-highlight:#0b3f4b;--yds-color-background-interactive:#292b2d;--yds-color-background-dialog:#1f2123;--yds-color-background-dialog-overlay:rgba(0, 0, 0, 0.7);--yds-color-background-info-primary:#d8d9db;--yds-color-background-info-secondary:#292b2d;--yds-color-background-success:#33d59b;--yds-color-background-warning:#feb054;--yds-color-background-error:#f5517a;--yds-color-background-opinion-article:#3d5483;--yds-color-background-story:#1f2123;--yds-color-background-list:#131415;--yds-color-text-default:#f8f9fa;--yds-color-text-negative:#131415;--yds-color-text-input-placeholder:#878a8b;--yds-color-text-high-emphasis:rgba(255, 255, 255, 0.85);--yds-color-text-medium-emphasis:rgba(255, 255, 255, 0.71);--yds-color-text-disabled:rgba(255, 255, 255, 0.3);--yds-color-text-light:#f8f9fa;--yds-color-text-dark:#131415;--yds-color-text-light-high-contrast:#ffffff;--yds-color-action-primary:#f8f9fa;--yds-color-action-primary-variant:rgba(255, 255, 255, 0.71);--yds-color-action-secondary:rgba(255, 255, 255, 0.08);--yds-color-action-secondary-variant:rgba(255, 255, 255, 0.17);--yds-color-action-disabled:rgba(255, 255, 255, 0.21);--yds-color-action-danger-primary:#f77898;--yds-color-action-danger-primary-variant:#f5517a;--yds-color-border:#f8f9fa;--yds-color-border-disabled:rgba(255, 255, 255, 0.3);--yds-color-border-primary-focus:#29ccde;--yds-color-border-secondary-focus:#f8f9fa;--yds-color-border-separator:rgba(255, 255, 255, 0.13);--yds-color-illustrative-icons-icon-primary:#f8f9fa;--yds-color-illustrative-icons-icon-secondary:#009cb5;--yds-color-player-progress-bar:rgba(255, 255, 255, 0.3);--yds-color-player-progress-indicator:#29ccde;--yds-color-spinner-default:#ffffff;--yds-color-spinner-negative:#131415;--yds-color-spinner-highlight-default:#29ccde;--yds-color-spinner-highlight-negative:#009cb5;--yds-color-spinner-background-default:#292b2d;--yds-color-spinner-background-negative:#d8d9db;--yds-color-feedback-highlight:#29ccde;--yds-color-feedback-error:#f5517a;--yds-color-feedback-warning:#ff9c31;--yds-color-feedback-success:#03e592;--yds-color-feedback-live:#e90e43;--yds-color-logo-yle-background-brand:#f8f9fa;--yds-color-logo-tv1:#3311aa;--yds-color-logo-tv-2:#cb0fd0;--yds-color-logo-yle-teema:#fe8300;--yds-color-logo-yle-fem:#a3bd2f;--yds-color-logo-lastenareena:#feb500;--yds-color-logo-yle-radio-1:#dc006a;--yds-color-logo-yle-radio-suomi:#00b9eb;--yds-color-logo-yle-x:#fd2b77;--yds-color-logo-yle-x3m:#ff4c20;--yds-color-logo-yle-vega:#169bd4;--yds-color-logo-yle-klassinen:#0f7b87;--yds-color-logo-yle-sami-radio:#0049bf;--yds-color-logo-areena:#29ccde;--yds-color-logo-yle-background-default:#f8f9fa;--yds-color-logo-yle-text:#131415;--yds-color-logo-background:#ffffff;--yds-color-logo-nega:#ffffff;--yds-color-logo-text:#000000;--yds-color-logo-yle:#f8f9fa;--yds-color-brand-yle:#00b4c8;--yds-color-tag-live:#e90e43;--yds-color-tag-default:#ffffff;--yds-color-tag-opinion:#3d5483;--yds-color-tag-yle-corporate:#00809c;--yds-color-tag-primary-action:#f8f9fa;--yds-color-tag-primary-action-variant:rgba(255, 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0.29);--yds-color-tietaja-background-variant-2:#292b2d;--yds-color-tietaja-text-score:#29ccde;--yds-color-tietaja-border-highlight:#29ccde;--yds-infographic-weather-icon-cloud-light:#d8d9db;--yds-infographic-weather-icon-cloud-mid:#878a8b;--yds-infographic-weather-icon-cloud-dark:#4a4f54;--yds-infographic-weather-icon-moon:#95c6ff;--yds-infographic-weather-icon-droplet:#ffffff;--yds-infographic-weather-icon-sun:#ffc400;--yds-infographic-text-default:#f8f9fa;--yds-infographic-background:#131415;--yds-infographic-tooltip-background:#ffffff;--yds-infographic-gridline:#4a4f54;--yds-infographic-text-negative:#131415;--yds-infographic-text-secondary:#b4b6b7;--yds-infographic-text-dark:#131415;--yds-infographic-text-light:#f8f9fa;--yds-infographic-text-plus:#29ccde;--yds-infographic-text-minus:#f26659;--yds-infographic-news-default-1:#7c59fa;--yds-infographic-news-default-2:#29ccde;--yds-infographic-news-default-3:#ffe387;--yds-infographic-news-default-4:#ff8f33;--yds-infographic-news-default-5:#9436b5;--yds-infographic-news-default-6:#fff3e2;--yds-infographic-news-monochrome-1:#e6e5ff;--yds-infographic-news-monochrome-2:#d3cbfb;--yds-infographic-news-monochrome-3:#b7a8fa;--yds-infographic-news-monochrome-4:#9479fb;--yds-infographic-news-monochrome-5:#694bd7;--yds-infographic-news-monochrome-6:#413091;--yds-infographic-sports-default-1:#5541ed;--yds-infographic-sports-default-2:#ea3e85;--yds-infographic-sports-default-3:#d4ff42;--yds-infographic-sports-default-4:#8578f2;--yds-infographic-sports-default-5:#f7abcb;--yds-infographic-sports-default-6:#ebfe8d;--yds-infographic-sports-monochrome-1:#eeeeff;--yds-infographic-sports-monochrome-2:#ddd9fc;--yds-infographic-sports-monochrome-3:#b3abf7;--yds-infographic-sports-monochrome-4:#8578f2;--yds-infographic-sports-monochrome-5:#5541ed;--yds-infographic-sports-monochrome-6:#372bb1;--yds-infographic-accent-news:#f26659;--yds-infographic-political-party-fi-kok-primary:#096de3;--yds-infographic-political-party-fi-kok-secondary:#0d4e9b;--yds-infographic-political-party-fi-ps-primary:#6fb4fc;--yds-infographic-political-party-fi-ps-secondary:#146498;--yds-infographic-political-party-fi-sdp-primary:#ff5a5a;--yds-infographic-political-party-fi-sdp-secondary:#a13e3f;--yds-infographic-political-party-fi-vihr-primary:#8fce29;--yds-infographic-political-party-fi-vihr-secondary:#5e8421;--yds-infographic-political-party-fi-kesk-primary:#099327;--yds-infographic-political-party-fi-kesk-secondary:#0d6020;--yds-infographic-political-party-fi-vas-primary:#e22a73;--yds-infographic-political-party-fi-vas-secondary:#8f214d;--yds-infographic-political-party-fi-rkp-primary:#ffdc5d;--yds-infographic-political-party-fi-rkp-secondary:#a1914a;--yds-infographic-political-party-fi-kd-primary:#923de8;--yds-infographic-political-party-fi-kd-secondary:#5f2c94;--yds-infographic-political-party-fi-liik-primary:#cf83c8;--yds-infographic-political-party-fi-liik-secondary:#7a5177;--yds-infographic-political-party-fi-others-primary:#aeb0b1;--yds-infographic-political-party-fi-others-secondary:#616263;--yds-infographic-scale-strongly-agree:#29ccde;--yds-infographic-scale-agree:#9cebf4;--yds-infographic-scale-neutral:#e8e9eb;--yds-infographic-scale-disagree:#f79c94;--yds-infographic-scale-strongly-disagree:#f26659;--yds-infographic-survey-yes:#29ccde;--yds-infographic-survey-no:#f26659;--yds-infographic-survey-empty:#e8e9eb;--yds-infographic-survey-neutral:#b4b6b7;--yds-shadow-sm:0 0 8px 0 rgba(0, 0, 0, 0.70);--yds-shadow-md:0 0 16px 0 rgba(0, 0, 0, 0.70);--yds-shadow-lg:0 0 24px 0 rgba(0, 0, 0, 0.87);--ukko-background:#131415;--ukko-background-contrast:#ffffff;--ukko-grey-background:var(--yds-color-background);--ukko-navigation-background:var(--yds-color-background-variant);--ukko-navigation-shadow:linear-gradient(0deg,rgba(0,0,0,0%),rgba(0,0,0,15%));--ukko-news-briefly-background:var(--yds-color-background-variant);--ukko-default-item-background:var(--yds-color-background-variant);--ukko-dark-item-background:var(--yds-color-background-variant);--selko-footer-background:#1f2123;--ukko-link:#ccdef5;--ukko-focus:var(--yds-color-border-primary-focus);--ukko-visited-link:#b4b6b7;--ukko-default-text:#f8f9fa;--ukko-text-contrast:#131415;--ukko-separator:rgba(255, 255, 255, 0.13);--ukko-alert:#e90e43;--ukko-location-select-option-hover:#292b2d;--ukko-default-play-button-background:#ffffff;--ukko-default-play-button-icon-color:#000000;--ukko-default-play-button-text-color:#f8f9fa;--ukko-inverse-play-button-background:#ffffff;--ukko-inverse-play-button-icon-color:#000000;--ukko-inverse-play-button-text-color:#f8f9fa;--ukko-weather-warnings-background:#323639;--ukko-pollen-even-row-background:#323639;--ukko-byline-journalistic-background-color:var(--yds-color-background);--ukko-placeholder-gradient-color-1:#191b1c;--ukko-placeholder-gradient-color-2:#1f2123;}}/*!sc*/ .dark-ukko-theme{-webkit-print-color-scheme:dark;color-scheme:dark;--yds-color-background:#131415;--yds-color-background-variant:#1f2123;--yds-color-background-negative:#ffffff;--yds-color-background-navigation:#000000;--yds-color-background-control:rgba(255, 255, 255, 0.53);--yds-color-background-control-disabled:rgba(255, 255, 255, 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data-vrsproduct="svenska"><header class="yle__article__header"><div class="sc-ewMzwg taepJ"><a href="https://yle.fi/t/18-181368/sv" aria-label="Fler artiklar om ämnet Åboland" class="ydscr__sc-w5hh4y-0 bmUGWu sc-gjXmFk eZuwUz">Åboland</a><a href="https://yle.fi/t/18-330776/sv" aria-label="Fler artiklar om ämnet Konsumenter" class="ydscr__sc-w5hh4y-0 ftZGBr sc-gjXmFk eZuwUz">Konsumenter</a></div><h1 class="sc-hUAZgl asJKO yle__article__heading yle__article__heading--1">Black Friday utnyttjar vårt impulsiva köpbeteende: ”Vi får en endorfinkick när vi köper saker”</h1><p class="sc-ktvNQe sc-dslWvo hUYdmX cpEiOg yle__article__paragraph">Black Friday lockar med stora rabatter och spelar på vår impulsivitet. Johanna Lindström vid Åbo Akademi förklarar hur vi drivs att köpa mer än vi egentligen behöver.</p><figure class="sc-jcvEFQ gaAVHD yle__article__figure"><script type="application/ld+json">{"@id":"7-10067824","@context":"https://schema.org","image":{"@type":"ImageObject","description":"Johanna Lindström säger att vi konsumenter har blivit mer medvetna om det problematiska med jättekampanjer som Black Friday, men att också företagen har ett ansvar att tänka på hållbarhet och inte bara på att sälja så mycket som möjligt.","copyrightHolder":"Pontus Nyqvist / Yle","url":"https://images.cdn.yle.fi/image/upload/ar_1.5,c_fill,g_faces,h_511,w_767/dpr_2.0/q_auto:eco/f_auto/fl_lossy/39-13843676740702c6e844","keywords":"Black Friday,erbjudanden,erbjudandekampanj,marknadsföring,Åbo Akademi,Handelshögskolan vid Åbo Akademi"}}</script><div class="sc-jIiDBi sc-lncAYT krYthw jGhOBf"><div class="sc-gtlvkJ ddgSYf"><div class="sc-jHswkR cEPfYZ"><picture><source data-testid="source-for-S" media="(max-width: 767px)" srcSet="https://images.cdn.yle.fi/image/upload/ar_1.5,c_fill,g_faces,h_511,w_767/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1732354981/39-13843676740702c6e844 2x,https://images.cdn.yle.fi/image/upload/ar_1.5,c_fill,g_faces,h_511,w_767/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1732354981/39-13843676740702c6e844 1x"/><source data-testid="source-for-M" media="(min-width: 768px)" srcSet="https://images.cdn.yle.fi/image/upload/ar_1.5,c_fill,g_faces,h_424,w_636/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1732354981/39-13843676740702c6e844 2x,https://images.cdn.yle.fi/image/upload/ar_1.5,c_fill,g_faces,h_424,w_636/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1732354981/39-13843676740702c6e844 1x"/><img alt="Ett bildkollage med black week erbjudanden på ena sidan och en kvinna som står utomhus på den andra sidan. " src="https://images.cdn.yle.fi/image/upload/c_crop,h_577,w_1026,x_0,y_0/ar_1.7777777777777777,c_fill,g_faces,h_431,w_767/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1732354981/39-13843676740702c6e844" class="sc-cSaEAk cdhOGu"/></picture></div><div class="sc-beKSRx hHCGQd"><button aria-disabled="false" class="ydscr__sc-17sr1bx-0 ydscr__sc-17sr1bx-2 hkXxLi eEigQy"><span class="ydscr__sc-17sr1bx-7 evfPYu yds-button__content">Öppna bildvisare</span></button></div></div></div><figcaption class="sc-fCSSOr kGprtX"><span>Johanna Lindström säger att vi konsumenter har blivit mer medvetna om det problematiska med jättekampanjer som Black Friday, men att också företagen har ett ansvar att tänka på hållbarhet och inte bara på att sälja så mycket som möjligt.</span><span> Bild: Pontus Nyqvist / Yle</span></figcaption></figure><div class="sc-lertIE kTspkI"><ul aria-label="Gjord av" class="sc-cYoYeT kAbMlH"><li class="sc-lkbiLU fbQXTy"><a href="https://svenska.yle.fi/u/56-7-132" class="sc-dOUtaJ cKeQwY">Pontus Nyqvist</a><span aria-hidden="true" class="sc-dOUtaJ fLwwxC">, </span></li><li class="sc-lkbiLU fbQXTy"><a href="https://svenska.yle.fi/u/56-7-1283" class="sc-dOUtaJ cKeQwY">Arash Matin</a></li></ul></div><div class="sc-bCCZMN ijFeZj"><div class="sc-ggPeai lantjH yle__article__date"><time class="sc-dmFEqP eNQWpc yle__article__date--published" dateTime="2024-11-25T06:55:25+02:00">25.11.2024 6:55</time></div></div><div class="sc-kXkCoi dDYHXD"><button data-testid="default-article-audio-placeholder" class="sc-HzvkS Okeff"><span aria-disabled="false" class="ydscr__sc-17sr1bx-0 ydscr__sc-17sr1bx-1 exIoZf huiFxY"><span class="ydscr__sc-17sr1bx-4 ydscr__sc-17sr1bx-6 fVOhsW kTNNhq yds-button__icon"><svg width="24" height="24" fill="none" viewBox="0 0 24 24" aria-hidden="true"><path fill="currentColor" fill-rule="evenodd" d="M5.52 2.122a1 1 0 0 1 1.02.037l14 9a1 1 0 0 1 0 1.682l-14 9A1 1 0 0 1 5 21V3a1 1 0 0 1 .52-.878" clip-rule="evenodd"></path></svg></span></span><span class="sc-iPzZWv koWch">Lyssna (du hör en artificiell röst) 3:52</span></button><div aria-hidden="true" class="sc-dRRvfZ fcPqiN"><div data-testid="default-article-audio-player"></div></div><div class="sc-ZpFXC ikbtJF"></div></div></header><section class="yle__article__content"><p class="sc-ktvNQe sc-WwxRR hUYdmX eUVjgm yle__article__paragraph">Köpcentrens skyltfönster täcks av stora skyltar som utlovar massiva rabatter – ”Köp 3, betala för 1”. På nätet och i sociala medier exploderar flödena med tips om de bästa erbjudandena.</p><p class="sc-ktvNQe sc-WwxRR hUYdmX eUVjgm yle__article__paragraph">Black Friday är runt hörnet.</p><p class="sc-ktvNQe sc-WwxRR hUYdmX eUVjgm yle__article__paragraph">Det är lätt att man som konsument blir påverkad av all reklam man bombarderas med hela tiden. En del kan känna sig pressade att köpa saker fast de inte behöver något.</p><p class="sc-ktvNQe sc-WwxRR hUYdmX eUVjgm yle__article__paragraph">– Ibland får man en liten endorfinkick av att köpa något. Det kan också kännas som en belöning och få oss att må bättre. Vi köper kanske mer än vi annars skulle eftersom vi upplever att vi gör ett kap och får saker billigare, säger <strong class="sc-fQMTnL jFPcdh yle__article__strong">Johanna Lindström</strong>, som är universitetslektor i internationell marknadsföring vid Handelshögskolan vid Åbo Akademi</p><h2 class="sc-flQbIK iMPmBE yle__article__heading yle__article__heading--2">Se vad folk i Åbo tänker om Black Friday</h2><figure class="sc-jcvEFQ hSACyE yle__article__figure"><script type="application/ld+json">{"@id":"7-10067824","@context":"https://schema.org","video":{"@type":"VideoObject","name":"Konsumenters reaktioner på Black Friday ","thumbnailUrl":"https://images.cdn.yle.fi/image/upload/c_fill,g_faces,w_1200/q_auto:eco/f_auto/fl_lossy/39-13844446740813434f66","uploadDate":"2024-11-22T15:00:00+02:00","embedUrl":"https://player-v2.yle.fi/test.html#1-72555316"}}</script><div class="sc-jIiDBi sc-lncAYT krYthw dFVzOJ"><div><div data-testid="video-player" class="sc-incsXD eVBFQr"></div></div></div></figure><h2 class="sc-flQbIK iMPmBE yle__article__heading yle__article__heading--2">Bidrar till konsumtionshets</h2><p class="sc-ktvNQe sc-WwxRR hUYdmX eUVjgm yle__article__paragraph">Enligt Johanna Lindström är jättekampanjer som Black Friday – och numera också Black Week och till och med Black Month – utformade för att utnyttja konsumenters impulsiva beteenden.</p><p class="sc-ktvNQe sc-WwxRR hUYdmX eUVjgm yle__article__paragraph">Vi ska helt enkelt köpa så mycket som möjligt så fort som möjligt.</p><p class="sc-ktvNQe sc-WwxRR hUYdmX eUVjgm yle__article__paragraph">– Företag försöker styra impulserna så att man fattar ett köpbeslut. De spelar på känslan att man missar något om man inte köper, säger hon.</p><figure class="sc-jcvEFQ hSACyE yle__article__figure"><script type="application/ld+json">{"@id":"7-10067824","@context":"https://schema.org","image":{"@type":"ImageObject","description":"Black Week och Black Friday har blivit så stora fenomen att de nästan har tagit över andra reor under året, säger universitetslektor Johanna Lindström. ","copyrightHolder":"Pontus Nyqvist / Yle","url":"https://images.cdn.yle.fi/image/upload/ar_1.5,c_fill,g_faces,h_511,w_767/dpr_2.0/q_auto:eco/f_auto/fl_lossy/39-13847076741a145315c2","keywords":"Åbo Akademi,Handelshögskolan vid Åbo Akademi,internationell marknadsföring"}}</script><div class="sc-jIiDBi sc-lncAYT krYthw jGhOBf"><div class="sc-gtlvkJ ddgSYf"><div class="sc-jHswkR cEPfYZ"><picture><source data-testid="source-for-S" media="(max-width: 767px)" srcSet="https://images.cdn.yle.fi/image/upload/ar_1.5,c_fill,g_faces,h_511,w_767/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1732354465/39-13847076741a145315c2 2x,https://images.cdn.yle.fi/image/upload/ar_1.5,c_fill,g_faces,h_511,w_767/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1732354465/39-13847076741a145315c2 1x"/><source data-testid="source-for-M" media="(min-width: 768px)" srcSet="https://images.cdn.yle.fi/image/upload/ar_1.5,c_fill,g_faces,h_424,w_636/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1732354465/39-13847076741a145315c2 2x,https://images.cdn.yle.fi/image/upload/ar_1.5,c_fill,g_faces,h_424,w_636/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1732354465/39-13847076741a145315c2 1x"/><img alt="En kvinna i halsduk och jacka står utanför ASA-huset i Åbo medan det snöar. " src="https://images.cdn.yle.fi/image/upload/c_crop,h_3375,w_6000,x_0,y_41/ar_1.7777777777777777,c_fill,g_faces,h_431,w_767/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1732354465/39-13847076741a145315c2" loading="lazy" class="sc-cSaEAk cdhOGu"/></picture></div><div class="sc-beKSRx hHCGQd"><button aria-disabled="false" class="ydscr__sc-17sr1bx-0 ydscr__sc-17sr1bx-2 hkXxLi eEigQy"><span class="ydscr__sc-17sr1bx-7 evfPYu yds-button__content">Öppna bildvisare</span></button></div></div></div><figcaption class="sc-fCSSOr kGprtX"><span>Black Week och Black Friday har blivit så stora fenomen att de nästan har tagit över andra reor under året, säger universitetslektor Johanna Lindström. </span><span> Bild: Pontus Nyqvist / Yle</span></figcaption></figure><h2 class="sc-flQbIK iMPmBE yle__article__heading yle__article__heading--2">Akta dig för falska erbjudanden</h2><p class="sc-ktvNQe sc-WwxRR hUYdmX eUVjgm yle__article__paragraph"><a class="sc-irDnDc bAHixw yle__article__link" href="https://svenska.yle.fi/a/7-10046140" role="link">En del företag höjer också priserna på sina varor strax innan kampanjerna,</a> så att rabatterna ska verka större än de egentligen är.</p><p class="sc-ktvNQe sc-WwxRR hUYdmX eUVjgm yle__article__paragraph">– Det är kanske inte helt etiskt gentemot konsumenterna. Forskning visar att upp till en tredjedel av erbjudandena kan vara manipulerade på det sättet. Det är problematiskt, säger Lindström.</p><div class="sc-fZqnxA jKCjAb"><div></div></div><h2 class="sc-flQbIK iMPmBE yle__article__heading yle__article__heading--2">Ha is i magen och handla medvetet</h2><p class="sc-ktvNQe sc-WwxRR hUYdmX eUVjgm yle__article__paragraph">Idag sker handlandet inte enbart i de fysiska butikerna. Med möjligheten att handla på nätet, där vi också ständigt stöter på reklam om olika erbjudanden, ökar också risken för att impulsköpa saker.</p><p class="sc-ktvNQe sc-WwxRR hUYdmX eUVjgm yle__article__paragraph">– Vi utsätts konstant för meddelanden. Medvetenhet är viktig. Fundera på vad du faktiskt behöver och försök sortera bort onödiga erbjudanden.</p><p class="sc-ktvNQe sc-WwxRR hUYdmX eUVjgm yle__article__paragraph">Det gäller alltså att ha is i magen och försöka ta reda på om erbjudandena verkligen är så bra som de verkar.</p><h2 class="sc-flQbIK iMPmBE yle__article__heading yle__article__heading--2">Kan påverka vårt köpbeteende på lång sikt</h2><p class="sc-ktvNQe sc-WwxRR hUYdmX eUVjgm yle__article__paragraph">Enligt Johanna Lindström kan Black Friday möjligen påverka vårat köpbeteende för resten av året.</p><p class="sc-ktvNQe sc-WwxRR hUYdmX eUVjgm yle__article__paragraph">– Det är svårt att säga om långsiktiga följder ännu. Men det kan leda till mer medveten konsumtion och att man styr sina köp till perioder med bra erbjudanden.</p><p class="sc-ktvNQe sc-WwxRR hUYdmX eUVjgm yle__article__paragraph">Trots att jättekampanjerna kan verka som en guldgruva för företagen, kan det också leda till problem för dem i längden om konsumtionen koncentreras till en begränsad del av året.</p><p class="sc-ktvNQe sc-WwxRR hUYdmX eUVjgm yle__article__paragraph">– En utmaning kan vara att se till att generera tillräckligt med verksamhet under resten av året också, säger Lindström.</p><p class="sc-ktvNQe sc-WwxRR hUYdmX eUVjgm yle__article__paragraph"><em class="sc-bWxZAa fQuqXk yle__article__emphasis">Black Friday kommer från USA och infaller alltid fredagen efter tacksägelsedagen (Thanksgiving) som är den fjärde torsdagen i november. 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","caption":"Johanna Lindström säger att vi konsumenter har blivit mer medvetna om det problematiska med jättekampanjer som Black Friday, men att också företagen har ett ansvar att tänka på hållbarhet och inte bara på att sälja så mycket som möjligt.","source":"Pontus Nyqvist \u002F Yle","id":"39-13843676740702c6e844","type":"image","alts":[{"language":"swe","value":"Ett bildkollage med black week erbjudanden på ena sidan och en kvinna som står utomhus på den andra sidan. 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Johanna Lindström vid Åbo Akademi förklarar hur vi drivs att köpa mer än vi egentligen behöver.","type":"text"},{"text":"Köpcentrens skyltfönster täcks av stora skyltar som utlovar massiva rabatter – ”Köp 3, betala för 1”. På nätet och i sociala medier exploderar flödena med tips om de bästa erbjudandena.","type":"text"},{"text":"Black Friday är runt hörnet.","type":"text"},{"text":"Det är lätt att man som konsument blir påverkad av all reklam man bombarderas med hela tiden. En del kan känna sig pressade att köpa saker fast de inte behöver något.","type":"text"},{"text":"– Ibland får man en liten endorfinkick av att köpa något. Det kan också kännas som en belöning och få oss att må bättre. Vi köper kanske mer än vi annars skulle eftersom vi upplever att vi gör ett kap och får saker billigare, säger **Johanna Lindström**, som är universitetslektor i internationell marknadsföring vid Handelshögskolan vid Åbo Akademi","type":"text"},{"level":2,"text":"Se vad folk i Åbo tänker om Black Friday","type":"heading"},{"id":"1-72555316","type":"video","programResponse":{"series":{"title":{"main":{"swe":"Yle Åboland - video","fin":"Yle Åboland - video"}},"image":{"cover":{"fin":{"type":"Image","id":"14-svyle-3148495830e1dc3835b","version":1744205963}},"square":{"fin":{"type":"Image","id":"13-1-2805845-1576234587050","version":1744205963}},"main":{"fin":{"type":"Image","id":"14-svyle-3148495830e1dc3835b","version":1744205963}}}},"publications":[{"tags":["archive"],"service":{"type":"Service","id":"yle-areena"},"publisher":{"type":"Service","id":"yle-fem"},"startTime":"2024-11-22T15:00:00+02:00","geoRestriction":"None","type":"Publication","id":"4-72555317","kind":"Ondemand","protectionLevel":{"key":"none","type":"ContentProtectionPolicy","id":"22-0"},"media":{"videoTrack":{"aspectRatio":"16:9","type":"VideoTrack","duration":"PT72S"},"captionTracks":[{"type":"CaptionTrack","language":"swe","kind":"translation"}],"downloadable":false,"type":"Video","duration":"PT72S","audioTracks":[{"format":"stereo","type":"AudioTrack","duration":"PT72S","language":"swe"}],"id":"67-5ee45848985741ee97b0f8822f10befa","available":true}}],"title":{"main":{"swe":"Konsumenters reaktioner på Black Friday "}},"id":"1-72555316","image":{"main":{"swe":{"type":"Image","id":"39-13844446740813434f66","version":1732280780},"fin":{"type":"Image","id":"39-13844446740813434f66","version":1732280780}}}}},{"level":2,"text":"Bidrar till konsumtionshets","type":"heading"},{"text":"Enligt Johanna Lindström är jättekampanjer som Black Friday – och numera också Black Week och till och med Black Month – utformade för att utnyttja konsumenters impulsiva beteenden.","type":"text"},{"text":"Vi ska helt enkelt köpa så mycket som möjligt så fort som möjligt.","type":"text"},{"text":"– Företag försöker styra impulserna så att man fattar ett köpbeslut. De spelar på känslan att man missar något om man inte köper, säger hon.","type":"text"},{"displayStyle":"normal","aspect":1.5,"alt":"En kvinna i halsduk och jacka står utanför ASA-huset i Åbo medan det snöar. ","caption":"Black Week och Black Friday har blivit så stora fenomen att de nästan har tagit över andra reor under året, säger universitetslektor Johanna Lindström. ","source":"Pontus Nyqvist \u002F Yle","id":"39-13847076741a145315c2","type":"image","alts":[{"language":"swe","value":"En kvinna i halsduk och jacka står utanför ASA-huset i Åbo medan det snöar. 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Forskning visar att upp till en tredjedel av erbjudandena kan vara manipulerade på det sättet. Det är problematiskt, säger Lindström.","type":"text"},{"id":"47-a4989bde-20c4-42c5-99ac-b87f7869ca90","type":"tehtava-exam"},{"level":2,"text":"Ha is i magen och handla medvetet","type":"heading"},{"text":"Idag sker handlandet inte enbart i de fysiska butikerna. Med möjligheten att handla på nätet, där vi också ständigt stöter på reklam om olika erbjudanden, ökar också risken för att impulsköpa saker.","type":"text"},{"text":"– Vi utsätts konstant för meddelanden. Medvetenhet är viktig. 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Men det kan leda till mer medveten konsumtion och att man styr sina köp till perioder med bra erbjudanden.","type":"text"},{"text":"Trots att jättekampanjerna kan verka som en guldgruva för företagen, kan det också leda till problem för dem i längden om konsumtionen koncentreras till en begränsad del av året.","type":"text"},{"text":"– En utmaning kan vara att se till att generera tillräckligt med verksamhet under resten av året också, säger Lindström.","type":"text"},{"text":"*Black Friday kommer från USA och infaller alltid fredagen efter tacksägelsedagen (Thanksgiving) som är den fjärde torsdagen i november. 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