Money is not only a means of acquiring property.A lot of emotions are born and bloom with him. In fact, making money is the focus of many people's agenda. Spending it on the left and right is the ideal pursued by many people.
Even if it's a pretty sad idea,Consumption is helping some people to fill or compensate for some of their emotional or emotional needs.Everything works in a subtle way. On the other hand, if one thing is not, it's the bank account at the end of the month. When we look at it, we clearly see that we have fallen into a trap: to spend more than we have.
"My mother started buying on credit, my father never liked that, he always said that credit is the first step towards debt and the beginning of the return to slavery."
The current economy is pushing us into debt. This is extremely profitable for many people.We want to see us spend more than we earn by "facilitating" our purchases.
We are forced to spend. Why? Because it is well known that we all suffer from a certain malaise.Advertising and marketing do everything possible to make us believe that everything is solved by buying things. They do not do it directly but through insinuations and suggestions.
Spend to hide difficulties
Usually, those who spend too much do not have enough motivating things in their life. They buy to "feel better". Buying has an unconscious feeling of power and control. The market is at your feet and you decide what you want or not. The customer is always right. It is treated with deference. This is a first compensation for everything you suffer.
After that,when you are over-indebted, you can see a mechanism to explain your malaise in relation to life.Duty of money and falling into the credit cycle also helps you to hide unresolved grief. Or anguish that never disappears.
It is easier to accept the idea that we do not sleep because of our debts than to know that the reason for this insomnia is, on the contrary, imprecise and latent.It is also easier to live according to our bank account than a feeling of generalized dissatisfaction.
The manipulation that drives us to spend
There are two psychological realities that make consumers particularly manipulable: fear and guilt.The persuasive mechanisms used by advertising are almost always related to these two emotions. The message transmitted is indirect. Most often, a daily situation is staged. During the latter, tranquility and well-being are associated with the consumption of a product. Of course, you are free to interpret what happens when you do not consume it.
There are other ways to manipulate.In 1977, an experiment was conducted at Cornell University (USA).A group of individuals has had a false test. One of the participants, who was actually an undercover researcher, came out of the show. He returned a little later with free drinks for several people. At the end of the test, this same researcher asked people to buy tickets for a raffle. Those who had had to drink bought twice as many tickets.
The experiment was then repeated but without the free drinks. Only a few participants ended up buying a ticket.We have been able to verify that these gifts push decisively to buy, to spend money.Here's why you are offered so many free samples when you go to a supermarket. And this also explains why you receive, for various reasons, gifts from certain businesses. Merchants know that by doing this you will spend more on the next purchase.
The examples are numerous. Some areas specialize in the study of consumer behavior.The system, especially the financial system, needs to see us obsessed with buying and in debt for life.He sells us illusions of control and satisfaction and we buy them. It's as simple as that.