Money is not just a means of acquiring property. A large amount of emotions are born and flourish with it. In fact, earning money is high on the agenda for many people. Spending it left and right is the ideal pursued by many people.
Although this is a pretty sad idea, consumption currently helps some people to meet or compensate for some of their deficiencies or emotional needs. Everything works in a subtle way. On the other hand, if one thing is not, it is the bank account at the end of the month. When we look at it, we can clearly see that we have fallen into a trap: that of spending more than what we have.
The current economy is pushing us into debt. This is extremely profitable for a lot of people. They want to see us spend more than what we earn by “making our purchases as easy as possible.
We are forced to spend. Why? Because it is well known that we all suffer from a certain discomfort. Advertising and marketing go out of their way to make us believe that everything is resolved by buying things. They don’t do it directly, but through innuendos and suggestions.
Spending to hide difficulties
Usually, those who overspend don’t have enough motivating things in their life. They buy to “feel better”. Buying maintains an unconscious sense of power and control. The market is at your feet and you decide what you want and what not. The customer is always right. He is treated with deference. This is the first compensation for everything you are suffering from.
After that, when you are over-indebted, you can see it as a mechanism to explain your unhappiness with your life. Owning money and falling into the credit cycle also helps you cover up unresolved grief. Or an anguish that never goes away.
It is easier to accept the idea that we are not sleeping 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 by our bank account than a general feeling of dissatisfaction.
The manipulation that pushes 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 linked to these two emotions. The message transmitted is indirect. Most often, an everyday 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 the latter.
There are other ways to manipulate. In 1977, an experiment was carried out at Cornell University (USA). A group of individuals underwent a false test. One of the attendees, who was actually an undercover researcher, walked out of the living room. He returned a little later with free drinks for several people. At the end of the test, this same researcher asked people to buy him raffle tickets. 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 were thus able to verify that these gifts decisively push to buy, to spend money. This is the reason 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.
There are many examples. Some areas specialize in the study of consumer behavior. The system, especially the financial system, needs to see us obsessed with purchases and in debt for life. He sells us illusions of control and satisfaction and we buy them. It’s as simple as that.