Shopping is a powerful emotion generator. It’s exciting to find something new and anticipate wearing or using it. Buying new things can create a dopamine response in the brain that keeps us coming back for more. To add to the emotional cocktail, the brain also wants to avoid negative emotions. The brain wants to avoid regret about not buying something. We know we may be disappointed if there is limited stock, we’re not able to come back or something may go off sale. With all these emotions swirling around, is it any wonder that we sometimes spend more than we plan on? The key to spending less may surprise you. Discipline in spending can come from the same source overspending comes from. Our emotions.
Thrill of the Hunt
I was shopping with some friends this week during a girls trip. I found some amazing things; I really wanted to buy them all. Unfortunately, they cost more money than I had budgeted for the shopping trip.
Fear of Regret
I knew I likely wouldn’t be able to come back to this store, and worried that I would regret NOT getting the items.
I hate feeling regret. For me it’s even worse than feeling disappointed or hurt, because I know I had the power to make a different decision that could have prevented the feeling of regret.
Fear of Shame
I knew if I bought the items, I would avoid regretting later that I hadn’t bought them. However, I knew I might also feel guilty and ashamed later if I spent more than I planned to.
Choosing Between Two Negative Emotions
It’s tough to choose between two negative emotions. I deliberated, and deliberated more. I started feeling anxious. My heart started beating faster I started breathing harder. Neither choice seemed like a good option.
I couldn’t decide what to cut out, and my friends were ready to go. Since I couldn’t make a decision I bought all of them. I rationalized away my budget, telling myself it was fine if I spent more than I’d planned because the price was better than I could find somewhere else. I told myself I was actually saving money.
Trying to Outsmart The System
I thought I’d outsmarted the system…I didn’t have to feel regret over not getting the items. And, I also tried to convince myself I wouldn’t feel guilty later.
I was excited about the items, but even as I was buying them I felt something unexpected. Regret. I regretted buying the items because it was over my budget. I regretted not managing my money the way I wanted to.
How ironic. I felt the exact emotion I was trying to avoid.
Feeling Regret Either Way
I had a realization: if I’m going to feel regret either way, I might as well chose the regret that benefits my budget and increases my sense of self and integrity.
Stop Overspending
When is the last time you spent more than you wanted to? Did you regret it?
Next time you’re trying to decide whether or not to buy something over your budget, remember you may feel regret either way. So, why not choose the regret that benefits your budget and your confidence?
