“Gold prices are on a rise, so let’s buy some jewellery before it gets even expensive!” my wife woke me up showing me the Sunday newspaper.
“Bad start to the day!” I mumbled under my breath.
“Did you say something?” she asked.
“Nah…nothing dear!” I exclaimed.
“You women have nothing on your mind other than shopping?” I asked bravely.
“What do you know about a woman’s mind?” she asked.
“Well…nothing!” I told the world’s harshest truth.
“See, there’s something that we love more than what we shop for.”
“Really? And what’s that?”
“That moment when we shop!” she remarked.
“What do you mean?” I asked in confusion.
“The ‘moments’ that we spend shopping are more precious to us than the actual products that we buy.”
“Is that really so?”
“Yes, ask any woman and she will tell you that she is the most emotionally charged up just before she actually buys a thing…and that emotional charge drops just after the purchase is made.”
The thrill of a ‘buyer’
What my wife did was not just reveal one of the deepest secrets about womankind, she also led me to think – “Is this the same way men buy stocks?”
I can recall my emotions while buying my last stock (and you can do the same at your end).
I was most emotionally charged just before I placed the order to buy the stock.
And just after I placed it, all my emotions fizzled out.
Then, all I was thinking of were the ‘logical’ reasons that led me to buy the stock.
After all, I am that part of the human race (and it means the entire race) that buys on emotion and justifies on logic.
This is true of everything we buy throughout our lives – the first car, house, stocks, or perfumes.
This is especially true of things that hook us emotionally – like junk food, fast rising stocks, or insurance.
The marketer or financial advisor who knows about this big dent in our brains – that we buy purely on emotions – is the one who succeeds in his career.
You see, there is a great thrill in being the ‘buyer’, which I, being a human, can never get over whatever and how much ever I read about how foolishly people behave while buying stuff.
My wife has proven this many times in the past – and she proved it again yesterday by duping me into buying her stuff that was too costly for my small pockets.
But then, as always, I was ready with logical reasons to comfort myself after making the purchase.
“The necklace, the 2 purses, and the 3 sarees were on sale, so that’s fine!” I told myself to soothe my tensed nerves.
“So I didn’t actually spend money…I saved money!” I added to my comfort.
Anyways, tell me – Is this also true of you?
(I hope you are not reading this post with your wife sitting on your side! And I apologize to all my women readers) 🙂
Think of the last stock, mutual fund, or insurance policy you bought. Did you buy it on emotion and justified the purchase on logic?
I know your answer but would still love to hear from you in the Comments section below.