Why We Buy the Way We Do.

Imagine this: you are in the market for a new computer so, naturally, you go online to do some research to find what is best. You look at articles and statistics and read expert opinions before finally making your choice. At least, you think this is what you are doing. But, that is not really the case most times.

In truth? You probably already knew what you wanted, even if you do not want to acknowledge that fact. The research you worked so hard on was likely done as if you were wearing blinders; you could only see straight ahead and you blocked out all the things you did not want to see or read. Any negative reviews or statistics were ignored in favor of keeping the pristine image of the product you desired. That way, when you buy the product, there is no nagging sense of guilt to make you regret the decision that you made.

The stories we tell ourselves.

But, then it raises the question: why bother with all the research if you already knew what you wanted? Simply put, the research is your way of justifying spending a lot of money on a specific type of car or other product. People who buy hybrid cars say that they have done this in an effort to save money on gas. These become little “stories” that you tell yourself and others to avoid questions, and to make yourself feel better about the money you have spent.

The truth of the matter, however, is that by ignoring the negative reviews and comments, you may not actually be making as great a purchase as you tell yourself. For example, while hybrid cars are great in theory, it actually takes years of owning and driving it to notice any savings. When you ignore facts like these, it makes you wonder how good of a purchase was it really?

Decision filters

Because of that, we need to be very careful and aware when searching online to justify the possibility of purchasing something. Another brand may provide more savings than the one you are looking at, you just have to lower the blinders to see it. But, we also need to stop ourselves from falling to peer pressure – just because your friends all drive hybrids and own iPhones does not mean you have to follow their lead. This principle is not just for material purchases, though. It also comes into play when it comes to deciding to rent or buy a house, vacation deals, and credit cards.

With each purchase or big decision you make, you create a story to justify it not just to yourself, but to others as well. At first, it may seem like a great idea to buy that hybrid car, especially with the story you come up with. But, sometimes it is a good idea to step back and ask yourself honestly: do you really need it, or do you just want it? That simple question may just give you a whole new perspective on the things that you are buying.