According to statistics, over 40% of buyers spend much more money on purchases than they planned. And although purchases initially delight a person, later this feeling is replaced by a feeling of shame, embarrassment and guilt. Indeed, very often we buy the thing we like, not taking into account the consequences of the purchase, says Elena Kalinina, psychologist, coach and business expert.
The sad fact: impulsive purchases are associated with increased anxiety and indicate a lack of mental well-being in a person. Impulsive buyers tend to have difficulty managing their emotions. It is noted that people in this category suffer from such disorders as: anxiety disorder, depression, neurosis.
Why is there any desire to buy what is not needed?
There is a special area of psychology called the Psychology of Consumption. She studies with what levers and “buttons” to provoke a desire in people to buy. For this, each product has its own image story, namely something more than the product itself.
For example, buying “Activia”, we gain “ease and comfort”, and owning a Toyota car gives us the right to “control the dream.” The psychology of advertising appeals to our deepest needs: to feel our own significance, to be accepted, etc. Not every person manages to satisfy these needs in real life. And then we agree to the proposed “surrogate” of happiness. To cope with this, we will announce several ways to help you understand how to properly respond to your emotions and not spend more money than you need..
1. Your physical symptoms should be a signal
All marketing advertising is aimed at provoking the “consumer itch syndrome” in our country. Special lighting, smells, the layout of expensive goods at the level of eyes / outstretched hands, free tastings – all this excites the imagination and awakens the state of the “inner child” in the psyche, who longs to pick up (and buy!) A toy he likes. Pleasant carefree music, discount price tags and product availability tell us: “Don’t think! See how great it is! Buy now! ” And often it’s hard for us to resist. Why is this happening?
At this time, the limbic part of the brain is activated, which is responsible for the processes of pleasure, and the disconnection of the cortex, which regulates logic and thinking. This happens due to the provocative effect on our senses: visual, tactile, tactile and olfactory. We can say that in the supermarket hall a person falls into a kind of mental trance. He can feel a pleasant excitement, a feeling of “butterflies in his stomach” and even a slight tremor in his limbs. Such a bodily reaction should be a signal to you that now they are trying to control you.
2. Always ask yourself questions before you buy something.
In this situation, it’s useful to ask yourself the following questions: “Why do I need this thing? What problem does she solve? And is it true that for me this is the problem that I should solve now? ”
If the internal answer does not seem convincing enough to you, put off your impulsive decision to buy for a while. Move away from the counter and take a walk around the hall. It is possible that, going to the exit from the store, your “consumer itch” will pass. And then you will be able to praise yourself for not succumbing to the impulse and did not follow the manipulations of the store.
If you are in a grocery supermarket, then you can safely put all the goods you like in a basket. Before you approach the checkout, take a biased look at its contents, and lay out from it everything that you really do not need. So you satisfy your need for collecting (and each of us has it!) And save your money.
3. Make lists and plan
Studies show that when shopping is planned, buyers are 13% less likely to make impulsive purchases, and if they suddenly go shopping, they are willing to spend 23% more.
Actually, here lies the solution. Plan ahead what you need to buy. Make lists of both large and small acquisitions. This will help you not to deviate from the previously chosen course when a sweet dope of seduction of the atmosphere of a supermarket or online store will fall upon you. Moreover, the more expensive the acquisition, the more time you have to think about it..
In addition, when you have such a list, you can safely wait for the moment of sale or discounts on this product. One day he will surely come. And this will save you money when buying the right thing.
Determine the maximum allowable amount that you are willing to give for the desired item or pleasure, and try not to go beyond it.
4. Think critically
Remember that the task of the store is to “untwist” you to the maximum. For this purpose, all related products and accessories are offered by sellers after the basis of the purchase. Indeed, against its background they seem cheap! For this, by the way, special racks with “small things” are installed near the ticket offices. This is the store’s last chance to pull “at least a shred of wool” from your wallet. If something from this “small things” is already on your list – feel free to take it. If not, remind yourself of your desire to keep your sanity when shopping. Later, you will thank yourself for the right decision you made. And even be proud of yourself!
Repeating this practice over and over again, you will gradually learn not to succumb to marketing provocations. Such reasonable behavior in stores will become a habit over time, which will upset sellers a lot. After all, it will be impossible to manipulate you!
By the way, it is noticed that when paying with a card, people are easier to part with money. And when paying in cash, they become more frugal. I think this approach is suitable for some of you..
I wish all readers to enjoy their purchases made solely of their own free will, and not under the influence of impulse and external manipulations!
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How can I resist the temptation of impulsive shopping and save money?
One way to resist impulsive shopping and save money is to create a budget and stick to it. Plan out your expenses and allocate a specific amount for shopping each month. Before making a purchase, ask yourself if it’s something you really need or if it’s just a want. Consider waiting 24 hours before buying something to see if you still want it. Avoid shopping when you are feeling emotional or stressed, as this can lead to impulse purchases. Try to find alternative activities to distract yourself when you feel the urge to shop impulsively, like going for a walk or doing a hobby. Additionally, unsubscribe from promotional emails and avoid visiting online shopping sites regularly to reduce temptation. Remember that saving money and staying within your budget can lead to financial stability and long-term satisfaction.