Consumer Psychologists spend a lot of time following people around stores, both online and off. It is not what they buy that interests them. It is the why behind the what people buy that they are interested in.
Not only do consumer psychologists find an incredible assortment of products in people’s closets, they find products that have never been worn before, and never will be worn. It is an amazing phenomenon that is shared by people from all walks of life who purchase things they never wear and, most surprisingly, never return.
The old explanation for this is that it was a well intentioned mistake the consumer made. However, after probing a little deeper consumer psychologists have uncovered a consistent pattern going on. At first consumers make excuses for themselves like, “I saw a really amazing item and I just couldn’t let it go.” Or, “after I purchased it, I found a little flaw, but I got it at such a great sale that it not worth returning.” They tell themselves this until it is no longer possible to return the item and have to keep it – thus being out of their control.
It is such a common phenomena that psychologists have put a name to it. They call it cognitive bias. It is the way in which we ignore information that doesn’t support our perceived needs, enabling us to remain in a world of delusion, that is simply not real.
It is now a completely unfit person can win an election by delivering unreal promises with absolutely no intention of keeping them, but knows that is not what the voter, or consumer, wants to hear.
Buy Reality, Not Delusions
Everyone lives in a world of delusion to some degree. Perhaps you see clothing and rather than step back to consider if they will work with what is already in your closet, you begin to dream of all the places you could see yourself wearing whatever it is that you want to buy. Perhaps it’s a car that you picture yourself in, driving up to the valet at some chic restaurant or through the rough terrain of the desert or jungle. If it’s an apartment you think of the fascinating people you might entertain at all the fabulous dinners you never have. If it’s a gift for someone it may be to see the smile on their face once they open it.
At some point you forget that these scenarios are just fantasies you created for yourself. This is the moment sales people wait for. That point when they swoop in to confirm your dreams and help you complete your purchase. The problem is, these scenarios are delusions. They are not real, and when they don’t happen, you see that you have left the door to depression and suffering wide open. That is the moment when you leave the world of delusion and see reality in all its cold truth before you. Rarely is this a pleasant sight to see, so off you go again, daydreaming about your next purchase.
No, this does not mean you should not dream, or that you should not “fake it till you make it.” Just the opposite. It means you should dream. That your dreams are a wonderful and very real part of your necessary psyche. You can wish for more or better. You can and should push yourself to grow. Just do not lose yourself to the dream world you want so badly to be a part of your very real life. Fake it till you make it? Yes, just keep one foot firmly planted in reality so that you never lose sight of where you are.
Shopping is Not An Escape
One of the top reasons so many people love to shop is that they can escape their lives for a while. You can allow your imagination to run wild as you wander through a store or sales room. Just do not forget that at the end of the day, you will have to return to the world you are in, with or without the credit card bill you have acquired, and is that bill worth the dreaming you just enjoyed?
If only you stop for a moment before you put your credit card down. Or voted, or did anything. You could have enjoyed your dream without having to wake up to the real world that is all around you.
Allow yourself your fantasies and your dreams, they are a very healthy escape in the world we all live in. Just never lose sight of the real world that is all around you. Your landing will be so much easier when you do – free from the delusions that are so easy to get lost in.
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