As you’ve seen in the past several video clips, there’s a lot more going on in your head than you realize when you visit the grocery store. Retailers spend millions studying the effects of marketing on your brain–but they get a huge return on their investment when we fall prey to their tricks. Here are a few ways to beat the grocery game before you spend too much–and make too many unhealthy purchases.

1. Don’t “get in the zone.” Ever noticed that your grocery store plays mellow, soothing music that encourages you to stay awhile? Heather Levin, from The Greenest Dollar blog, says that she wears her iPod in the store. “I put on the high-energy song list I use for when I go running, and practically dance my way through the store. I get what I need and get out,” Levin says.
2. Do some price checking. While the end caps boldly display “great deals,” you may find that the displayed products are not much cheaper than their competition. Before buying 12 cans of sale soup from the end-cap, check to see what the other brands are charging. Often, you’ll discover that the savings isn’t worth the 12-can purchase–and you may also remember that you don’t need 12 cans of Cream of Broccoli sitting around the pantry.
3. Don’t be guilted by taste-testing. There’s nothing wrong with enjoying a free sample or two, but not if you’re going to feel compelled to make a purchase you don’t need. So…either take the sample and be on your way–or turn it down if you know you’ll feel forced to buy.
4. Make sure your coupon is the best deal. According to studies by economists, people tend to believe that they’re always getting the cheapest price with a coupon. However, it’s only by comparing the unit price of the item that you can be assured it’s a bargain.

And finally, the old tip about not going to the grocery store hungry still rings true. The best time to shop is after your hunger is satisfied. You’ll be less likely to pick up unhealthy sweets and salty snacks, and more likely to stay within your budget.