ASU researchers looking into angry black friday shoppers

PHOENIX (KSAZ) - Black Friday is a little more than a week away, and with it comes long lines, big crowds, and flaring tempers.

Now, researchers at Arizona State University are looking into what makes some Black Friday shoppers so angry.

"They have it in their mind that they're never going to be able to buy them again, three is left in the store, and they think there is three left in the entire company," said Steven Flores. He has worked in retail his entire life, and said when it comes to limited quantities on Black Friday, some shoppers see red.

"People get really aggressive, especially if it's the last one, they are just like, 'I have to own this'," said Flores.

ASU Assistant Professor Kirk Kristofferson dedicated more than three years to a Black Friday study, as well as the science behind buyer's behavior. Kristofferson said there are a lot of factors at play, but two major components are hypnotizing ads, and mob mentality.

"When we see these ads that have great, great deal, and there are only a limited number of quantity available, and psychologically, we perceive the other consumers participating as competitive threats," said Kristofferson.

Intoxicating promotions, mixed with limited quantities, often brings out the competitive side of shoppers, and Kristofferson said ever an advertisement for something that is seemingly harmless can cause chaos in Aisle five.

"Our data suggests that it does, that even exposure to the ad can start the process, and cultivate these seeds of aggression that may manifest, once you get into the retail setting," said Kristofferson.