I can't help it. Every time I go to a store, I feel stupid.
As I enter the place, I notice how products are displayed to make me buy, how the music, the colors and the scents are there only to make me open my wallet. I feel resistance and a bit of scorn for how they are trying to manipulate me. "It's not going to work"- I think... Until I see the huge discount on the cereals my daughter loves or a "buy one, get one free" deal on off-season clothing. At that point, my resistance banishes, my thrifty side takes over and all I can think of is "I NEED THIS."
Without even noticing, I've fallen under the spell of one the most basic marketing tools. Weak-willed, I am set at believing that spending is actually going to save me money or get me wonderful stuff at a fraction of its fair price. So I get a bigger shopping kart and start "saving."
Fortunately, I have fallen for that enough times so as to know it is simply not true.
Here's why I usually choose not to buy:
If I decide to buy, my rule of thumb is always the same (for bargains or regular price items):