Nice work from Phil Stein and Sky1, especially on the explicit role of loyalty cards in gathering crucial customer information, but surely the answer isn't in the cognitive reinforcement of making a list and sticking to it?
Notice how the student guinea pigs failed to stay on task. It's small wonder so many of us are trapped in unmanageable debt, with impulse buying on this scale.
Most of the techniques profiled in this clip have been around for twenty years or more and our responses to them have become deeply entrenched as routines. If you really want to break the cycle, shop somewhere else.