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The Emotional Purchase


Yesterday Husband and I went to Wal-Mart to look for a new wireless router.  This may shock some of you, but I have no interest in routers.  I like it when they work, I punch walls when they don’t; well, not so much punch walls as feel like punching walls.

Like a child being drug through the Home Depot, I shuffled back to the electronic’s department and whined to Husband that I wanted to leave.  That’s when I saw it.  A plain white box that contained the most beautiful router I had ever seen (considering my lack of reference, looking back, this seems a bit dramatic). 

I broke my cardinal rule, I picked it up and asked Husband if we could get it for no reason that I could verbalize.  He examined the box for the router’s specifications. Remember how I said “plain white box?”  Really, it was.  There was not a bit of writing on the thing.  That sobered me right out of my enchantment.   

Needless to say we didn’t buy it. 

This leads me to the concept of the emotional purchase.  Some say that women are more prone to this phenomenon, however, I would beg to differ because I have seen Husband, Brother-in-Law#1 and Brother-in-Law#2 all jump like little schoolgirls at just the sight of a new gun. 

Emotionality is frequently the driving force behind an impulse purchase. 


You may have seen a new Target commercial where a woman is trying to decide if she is a ‘hat person.’  For the benefit of those who haven’t seen it, allow me to describe:

Woman (who is presumably single and childless, you’ll see why) in Target picks up a hat and asks herself, “Am I a hat person?”

In a dream-sequence Woman sees a better dressed version of herself in a beautiful park wearing said hat. 

She also sees her ruggedly handsome dream-husband and her oh-so-perfect dream-son.

They all laugh. 

At the end of the halucination, Woman throws the hat in the cart and says, “Oh yeah, I’m a hat person.”


Will the purchase of a single hat ensure that all the woman’s dreams will come true?  Likely not, it was an ugly hat; not to mention, IT WAS A HAT not a magic lantern.  Wait, is Target selling magic hats?


Leave Your Emotions at the Automatic Doors 

I could have been duped by a wireless router, Target Woman was definetly duped by a hat.  I like to fancy myself a savvy shopper but a pretty package can fool even the best of us (clarification: I’m not “the best of us,” it’s just a saying).  

Just try to remember (as I will too):

Someone spent a lot of money on marketing to make you feel like you need that product. 

You work hard for your money, spend it mindfully.

Appearing to be rich will not make you rich.  Hats do not find husbands. 


Article publié pour la première fois le 08/09/2010