Human Behavior: A Retail Perspective

When I watch people and try to understand the motivations and underlying psychological processes involved in everyday stupidity I am often baffled and frustrated by the seemingly obvious yet complete absence of common sense, logic, reasoning and simple observation in others. People, and I am sure I am guilty of plenty of stupidity, do the most ridiculous things in economic environments. Both customers and employees can often make even the simplest task superbly arduous.

I am not going to bore you with a list of examples of ridiculously stupid things people do while trying to navigate a merchant's wares because I have no doubt that you can come up with a half a dozen before you finish reading this sentence. You might be thinking of a time when a customer asked you where they might find the thing that is right in front of them, or asking you if your product is alphabetized when even a quick and rudimentary test of this hypothesis would instantly answer the question, or said it is illegal to not have a display item in stock. So, instead I will make a list of the variables I try to remember when I have my wits about me and stave off the inclination to scream.

1. People are stupid.
If 50% of people in the general public are below average cognitive abilities, as scored by a variety of IQ tests, then 50% of people are simply not working with the required equipment to make the kind of economic and practical decisions afforded them. For example, people will get insurance on something that worth a small amount and not on something worth a much larger amount because the smaller number is less money not more valuable. But it is the more expensive item that will be more expensive to replace and for the most part a smarter person won't get insurance on something they plan on taking care of anyway. They trust that they can manage their environment successfully and mitigate the risks. A lesser intelligent person does not think rationally about the future but relies on an instinct about the here and now. This is a generalization and may not apply to everyone but it certainly is something I think about when trying to understand human behavior.

2. People are Ego managers
People are often times very concerned with maintaining a perspective of themselves that is completely positive. Telling them they are wrong or explaining a deficiency in their thinking sparks defensive maneuvers and they may lash out, or retract entirely, imagining you as an attacker. They may bolster their claims with unwarranted certainty or hurl accusations. Or, even before speaking to them they will attempt to dominate the conversation with demands either veiled in awkward levity or aggressive expectation. Most people haven't taken a hard look at their flaws and assumptions about themselves enough to go through the world with humble curiosity. Is that so crazy to expect?

3. People do not see things from other perspectives
People often times are incapable of seeing things from another's perspective. When they see someone that works somewhere they see them as a means to their end. They see them as a tool to do as they desire. (This is partly a product of the modern corporation bending over backwards for years for customers that do not deserve courtesy.) Many people have never worked in a customer service field, with other people directly, or understand how businesses work and many people, in the general public, have really never had a job. They've never been someone who serves others so their empathy is not informed by this experience.

4. Some people are genuinely mentally handicapped
Sometimes I encounter people on the cusp of judgement between thinking they are a deliberately obtuse individual or they might genuinely need my help. It takes a moment of often times my frustration is relieved when I come to realize that this person isn't being a jerk but simply needs a bit of assistance. They do not have the social or cognitive skills to be perfectly polite or understand that I am busy with something else. This is actually a wonderful thing to happen because then I can't blame them for my frustration, I can only blame myself for not being patient.

5. Lastly, (for now), I choose to be here
I am not a slave to my job and choose to go everyday knowing that I will encounter an assortment of inane and sometimes insane people. This is my doing and I should remember this above all else. I choose to look at everyone as if they are time bombs of unpredictable behavior and potentially dangerous intent. I should remember that my own defenses and judgments inform my thoughts and can rule my emotions. I should remember that I can, if I want, simply leave and go take a walk up a mountain if it becomes too much to handle. I have to ask myself if the money is worth the internal turmoil? And if it isn't then I should act, not act out.