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...

My friend (let's call him "Don") has become a completely different person since hooking up with his girlfriend of 6 months (let's call her "Lisa"). I've known the guy since high school, and let's just say the humility that once set him apart from everyone else has fallen by the wayside. Long story short, he got a good job, bought a new car, and started kissing nearly every girl that struck his fancy. Now that he's with Lisa, he has souped up his car and prattles on and on about going to the gym and bulking up. Once unpretentious and hardly concerned with looks, popularity, and material things, the new Don gives fresh meaning to "flashy" and "cocky." There's nothing wrong with someone's self-confidence getting a boost. After all, we tend to feel really good about ourselves whenever we're making more money and getting increased attention from the opposite sex. But you can tell when a person is trying a bit too ...