Whether we're at work or at the mall, people often judge us based on two criteria -- very superficial ones, I might add -- in our daily lives: (1) what we own and (2) what we've accomplished. Ever heard the expression, "You are what you eat?" A more accurate version would be, "You are what you wear, what you drive, what you have in your wallet, and what you do for a living." It's a testament to how shallow society has become. Granted, your job is important in that it's part of who you are. But I find it rather unsettling that people would measure others' worth based on what brands they sport and what their title is. For example, a friend of mine is incredulous at the fact that I have no aspirations to become a vice president or CEO. I've told him repeatedly that managing others and spending most of my time in meetings doesn't appeal to me. I'd much rather remain low enough in the food chain where I'm making a decent ...

Is having too many choices good or bad? Some might say it's a good thing, as it allows you to pick what best suits your needs. Others contend it can be a bad thing in that it causes you to second guess your decisions, especially if the alternatives are fairly comparable. We face this type of conundrum on an almost-daily basis. Which job offer should I accept? Which computer should I buy? Which of these two guys should I become exclusive with? About a month or two before graduating from college, I was hitting the pavement hard in hopes of landing a full-time job. (Mind you, this wasn't long before the global recession began.) I went on a flurry of interviews and was offered nearly every position I applied for. I turned down the first two because I thought the salary being offered was a tad low. Besides, I didn't want to run after the first opportunity that came my way; I wished to take a little more time testing the job market waters. Unfortunately, the positio...

You may be surprised to learn that many consumers often buy things that aren't necessarily in line with their personality. Why would they do this, you might ask? For starters, many people do it to fit in. For example, those who don't drink alcohol might still spring for a glass of wine at a Happy Hour event -- just so they can blend in with the crowd a bit more easily. Others might fork over the money for these purchases when it's something they can share with other people. You might be a museum hopper while your partner has no interest in such places. Still, he or she might purchase two tickets to the local art museum and take you there on your birthday. Studies have found that whether they buy material items like expensive watches or life experiences like vacations to the Bahamas, many consumers find themselves no happier following the purchase than they were before. Why? Chances are that the purchased doesn't align with their values and personality. A cou...

From unending chores and attention-seeking children to stressful jobs that squeeze every last drop of energy out of us, our lives seem to get busier by the day. Not only does this place an immense burden on us physically and emotionally, but it is also mentally exhausting, often inducing anxiety, poor eating habits, low libido, sleep deprivation, and frayed relationships with those closest to us. Though certainly not a panacea, making a conscious effort to simplify your life will help you feel more in control of it. What’s more, it’ll keep those nerves in check! So what are some ways that you can keep your life simple? For one, if you’re contemplating having a boatload of kids – say, five or six –  you can rest assured that a plethora of sleepless nights are in your future. Why not just aim for one or two and go from there?  You get the opportunity to experience the joys (and headaches) of parenthood without feeling as though you’ll be changi...

A recent study on the psychology of trademarks finds that people perceive brands in the same way as they do faces. Researchers compared the reactions of viewers to 16 renowned brands -- Cola-Cola and Apple among them -- and 18 computer-generated faces. The subjects were asked to evaluate the pictures according to various attributes including trustworthiness and assertiveness. Two basic dimensions dictated how a large proportion of how both trademarks and faces are perceived: (1) Overall assessment, which represents the observer's assessment of how trustworthy brands or people are and how favorable they find them to be, and (2) The impression of strength, which involves acting on the ability to correctly detect intentions -- whether they be good or bad. Most of us can identify with the results of the study. For example, after the BP oil spill that took place a few years ago, resulting in extensive damage to wildlife habitats and fishing and tourism industries, most consumers w...

We often hear clichés like, "What others say about us doesn't matter," and "the only opinion about you that matters is your own." Noble, yes, but let's face it, folks. We DO care about what others think of us -- a lot. Case in point: Many of us spend a considerable amount of money on brand-name products. But why do we do this, exactly? There are two principal reasons: It makes us feel good: Ask consumers out there why they specifically zero in on premium brands and many will tell you that it simply makes them feel good. The fact that you own a $1,250 Louis Vuitton purse and none of your friends do might make you feel as if you're in a league of your own. This feeling of exclusivity can boost one's self-worth, self-esteem and, in some cases, self-aggrandizement.   We thrive on social acceptance: Compliments from other people provide an even bigger impetus for luxury spending. What drives people to buy items with big price tags is not so m...

We all know at least one person who has squandered his or her money and ended up in dire financial straits, leaving parents, friends, or a spouse with the burden of bailing the individual out. But it doesn't have to be this way! Judging from what people who have ended up as such have told me, I've narrowed down the reasons why people go broke to two primary ones: 1. They want to show off : Some people have a compulsion to have the latest and greatest. Whether it's the newest car or smart phone, they're not satisfied unless their stuff has all the bells and whistles. They wouldn't be caught dead with something that doesn't have the Louis Vuitton, Coach, or Michael Kors logo on it. What these consumers fail to realize that premium brands come with a high price tag. What's more, it's easier to become more oblivious to just how much you're spending when you're using plastic rather than paper. Is it any wonder these people rack up ever-increasin...

We all know at least one person (and it could be ourselves) who is prone to frivolous spending. He or she forks over hundreds of dollars during each visit to a mall or restaurant, adding to an already massive heap of credit card debt. What's worse, the person makes a habit of asking friends or relatives for money. What, then, causes this seemingly uncontrollable compulsion to spend? For a lot of us, it's tied to our self-image and self-esteem. Many people depend on shopping and consumer products for a "pick-me-up" -- much like getting their afternoon coffee fix. Consumers use material possessions to enhance their image -- walking around with that Coach purse or in those Jimmy Choos can greatly boost feelings of self-worth and self-confidence. There's nothing wrong with this if done in moderation -- we all deserve to spoil ourselves every once in a while. But once wasteful spending becomes a weekly -- let alone daily -- occurrence, it creates the potential fo...

We see it with every new iPhone that hits the market: People making lines days if not weeks in advance of the product's launch. We see people scouring stores for the "best" brands, whether it be Michael Kors, Marc Jacobs, or Coach. Where did this frenzy for the latest and greatest stuff come from? People are replacing their perfectly functional phones once a year,  if not sooner. They're swapping clothing bought two or three years ago for newer garments like it's nobody's business. This illustrates one key fact: Advertising/marketing is alive and well. The promotional landscape has been altered tremendously by the advent of social media. From product recommendations to banner ads, exposure to content shared by friends and companies alike on sites like Facebook exerts an immense influence on our purchase decisions. That's not to say that traditional media like TV and radio are no longer effective, but what makes online marketing so potent is that it...