Earlier this week, I watched a video on psychological techniques employed in marketing and advertising. One of the subjects they talked about extends well beyond the world of promotion. In fact, it's something we do in our lives quite often, sometimes to our detriment. They touched upon what is called the focusing illusion.  In a nutshell, it means that the more you think about something, the more importance you assign it. The moment you convince yourself that you're hungry, you might not want to do anything else until you've grabbed something to nosh on. And you might find yourself unable to stop thinking about an ad you saw on TV promoting the Starbucks pumpkin spice latte the night before. Moreover, we tend to see the focusing illusion in action when it comes to those things that make us excited, nervous, or sad. A couple of examples include: Not being able to take your mind off a new girl you just met Being consumed by negative thoughts as your doctor...

Yesterday, my wife and I visited a local science museum that is featuring an exhibit on the brain that I very much wanted to check out. While the exhibit was phenomenal, I came away with a bitter taste in my mouth after visiting the museum's gift shop. When we finally made it to the front of the line to pay for our items, the cashier informed us that they'd run out of plastic bags, but that we had the option to purchase one of their tote bags for $3. Interestingly enough, this happened to be the third time in as many months where a merchant I'm buying from has tried to coax me into purchasing one of their tote bags. As someone who earned degrees in psychology and marketing, I can tell you that this is likely a clever sales ploy retailers are trying to pull just to earn more money. Think about it: If on a given day, say, 300 people opt to buy a $3 bag, that's $900 bucks the store would not have if they used regular plastic bags! And most people -- especiall...

Coupons. Discounts. Sales. We all love them. Anything that allows us to keep more money in our pocket can only be a good thing, right? Any signage at stores that says "buy one, get one free" or "50% off" can be so disarming. It's as if it gets our "spend money" sensors tingling. Ironically, coupons and deals compel us to spend money we would otherwise not shell out. Most consumers don't want to feel like they're missing out on a great bargain, so they're willing to purchase something they might not even need or be interested in. It's all psychological: we  care more about saving money than the actual product we're getting. "If I don't jump on this deal now, the price might go back up." Or so our thinking goes. Is it any wonder retailers have been so successful at driving shoppers to the checkout lines by imposing time windows? ("Hurry! This deal ends soon.") I work in and studied marketing and psy...

Your career choice shouldn't be predicated solely on earning potential. While money is important, it means little if you're going to be miserable. I started college as an accounting major. While few other career paths are nearly as lucrative and stable, I just couldn't see myself crunching numbers for the rest of my life. I switched to marketing, which wound up being a much better fit. Many factors beyond money merit consideration, like opportunities for growth, number of hours required, stress, and, most important, whether one actually likes the work. You don't have to be ardently passionate about what you do. After all, you're there to work -- not to have fun. However, your work should be tolerable; if anything, you should enjoy it at least a little. We spend most of our waking hours in the office. Doing something you detest for 40 or more hours a week translates to pure agony -- at least it would for me. One other important factor to consider: Do you su...

I received my degree in marketing and minor in psychology, so I'm probably one of the few people out there who enjoy analyzing advertisements carefully for content, message, and other variables. It's become apparent that ads for a wide array of marketers ranging from Progressive and State Farm to Geico and Aflak are making their ads decidedly obnoxious these days. Take Progressive, for example. Never has Flo -- the character portrayed by actor and comedian Stephanie Courtney, who's appeared in more than 100 commercials for the company since 2008 -- made me crack even the slightest smile. The Aflak duck was amusing in the 90s, but not anymore -- now you almost feel like throwing a rock at your television set whenever it pops up. Companies are incorporating more animals, loud noises, and silly antics to grab the consumer's attention. What many of these marketers fail to realize is that the most successful ads in recent years -- those of Budweiser and car companies l...

How many times have you gone into a store and seen signs that say something along these lines: "Supplies running fast!" "Buy them before they're gone!" "Only 5 left!" "Sale ends soon!" Now, be honest: How many times did you go through with the purchase because you believed what the signage said to be true? Yep, even I've fallen for it myself, and I actually majored in marketing and minored in psychology! In marketing and consumer psychology, it's what we call the scarcity principle : Consumers attach more value to things that are few in quantity and thus feel more compelled to purchase such items. But this isn't limited to brick-and-mortar stores -- companies also use this marketing tactic online. Take Amazon.com. At some point, you're bound to come across an item whose description includes "Only 3 left in stock. Order soon." Companies seldom run out of inventory, unless we're talking about much...

Some people like Toyota Corollas, while others will settle for nothing "less" than a BMW. Some people can do with a Casio watch, while others swear by more high-end brands like Movado. Some people must have a "10" for a partner; others are perfectly content with a "4"  as long as the person has a great personality. People often use words like "simple," "non-materialistic" and "low-maintenance" to describe me. As I've stated in earlier posts, I'm almost completely impervious to the avalanche of advertising appeals that most people fall prey to. (It also helped that I majored in marketing and minored in psychology.) I'm not saying it's bad to splurge on an item here and there, but I've found that far too many consumers have no concept of what it's like to live within their means. An urge to splurge will suddenly come over them at the mall, leading them to rack up ever-increasing heaps of credit ca...

Consumers generally try to expend as little brain power as necessary before and while shopping. For example, most of us would easily be swayed into buying a particular product after seeing the word "Sale" slapped on the price tag. But did you know that retailers generally mark up the price so much to begin that you're not getting much of a deal at all? Thanks to advertising, we've come to associate words like "sale" and "discount" with must-have products. Unfortunately, very few of us actually take the time to tally everything up en route to the cash register and determine whether we're truly scoring a bargain. Marketers know that unless they can lead you to think you're getting a deal, they'll likely have a hard time getting you to open that wallet. Marketing is all about psychology. More specifically, marketing is all about perception. You don't need to be getting a spectacular deal -- you just need to think you are. Even...

My biggest regret is not making more friends in college. As we speak, I only have three strong in-person friendships. I've known one guy for 12 years, the other for 15, and the third one since kindergarten. The rest of my friends are merely acquaintances -- people you say hi to on Facebook every once in a while or see only at special occasions. I'm the type of person who would rather have 3 really strong friendships than a slew of superficial convenience-type ones. Still, it would have been interesting to make at least a couple more friends in college and see if those bonds would stand the test of time, distance, and change of lifestyle. Let's face it. After college, our lives change, as do we. And once a spouse and kids are thrown into the picture, we may not have as much time left over for friends. Family comes first. I'm thankful for the opportunity to make so many online friends through this blog. I consider you all more than readers -- you're true frien...

Have you noticed that we tend to derive more pleasure from pursuing a product than actually using it? It's very much like dating and relationships. Some people feel that chasing after a love interest is more exhilarating than actually locking in and dating the person. I majored in marketing and minored in psychology, so I know full well that emotions play a pivotal role in consumer behavior. Emotions, stirred up in part by the advertisements that assail us on a daily basis, are what drive us to buy stuff -- and that includes products that we may neither need or use. Whether it's the sense of accomplishment that comes over us when we take advantage of a "buy one, get one free" sale or the prospect of buying something that can help us shed weight, look younger, or land more dates, purchasing things gives us an emotional high not unlike that experienced when kissing someone for the first time or receiving your first paycheck. But once you have the object of your de...

Judging from the purchase behavior of some of my friends, family members, and coworkers, it's apparent that some people are heavily influenced by advertising. I've lost track of the many times in recent weeks that people around me have admitted to being swayed by an ad in a newspaper or magazine, a banner ad on a website, or ubiquitous TV commercials. And it's not as if they feel compelled to purchase things they really need; usually, they already have heaps of whatever it is they're looking to buy stocked in their drawers or closets -- be it cologne, shirts, or shoes. This is precisely why I studied marketing and psychology -- so that I can be impervious to the advertisements we're assailed by daily and immune to the underhanded tactics that salespeople at mobile phone stores, car dealerships, and other places attempt to employ. I recommend that people only let their guard down when it comes to advertisements for products they really need -- the kinds of produc...

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...