Experiencing something -- the savory taste of a pepperoni pizza, the sound of gentle waves lapping sugary white sand -- can be an utter delight to the senses.  But according to studies, the experience actually pales in comparison to the anticipation of that experience.  Here are just a few examples: 1. Planning and looking forward to a vacation vs. actually being there. 2. Planning to buy clothes, a car, or other items compared to consuming them.  3. Picturing yourself eating a hearty meal (especially on an empty stomach and/or while watching a restaurant ad) vs actually eating it.  Dopamine, commonly considered the happiness or "feel good" chemical, is more involved in the anticipation of an event or feeling than in the actual feeling of happiness. Often, the experience falls short of what we imagined, whether because it rains on the trip, the food leaves us with gas, or we get buyers' remorse for something we later discover we could have bought elsewhere for much c...

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...

I don't know about you, but there's nothing more unpleasant than walking into a mall so overcrowded that you: Constantly bump into people Can't find anywhere to sit Are forced to stand in long lines And if the mall is that crowded, it usually means finding parking will be a huge headache, so the frustration begins even before one sets foot in the mall.  Granted, I live in South Florida, an area notorious for being heavily congested. Even if a crowded mall is the exception rather than the rule where you live, you've probably found yourself in a badly crowded venue at some point, whether a concert, nightclub, or theme park.  Making matters worse is having the urge to use the restroom and not being able to because it's out of service or there's a gaggle of people waiting to use it. Or, how about being so hungry you could eat a horse, but finding that the lines at the food court virtually snake around the building? Nothing spoils a good shopping...

Shoppers spent $10.4 billion at stores on Friday. While that may seem like a large number in and of itself, it's a rather tepid showing when you compare it to sales generated a year earlier. In 2014, consumers forked over a more impressive $11.6 billion. Moreover, store sales on Thanksgiving this year fell from just over $2 billion to $1.8 billion. So what's to blame for the drops, exactly? As you can probably predict, consumer behaviorists point to online sales, which jumped 14 percent on Black Friday from 2014. All told, consumers who took to the web for their purchases spent $2.72 billion. Not too shabby, right? And we haven't even gotten to Cyber Monday (Nov. 30), which is hands down the busiest e-commerce day of the year. Perhaps this suggests that people are getting tired of braving the crowds (and the elements) to snag a good sale in person. Reports of people camping out in stores and trampling over others to grab everything from TVs to denim jeans has like...

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...

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...

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...

Does being upset or melancholy give you the urge to splurge? A new study reveals that more people fall victim to this pattern than they realize or care to admit. People don't realize that trying to drown their sorrows by shelling out thousands of dollars for a designer handbag or luxurious watch can have adverse effects. Ironically, spending lavishly on material goods doesn't overcome feelings of, say, anger or low self esteem -- it compounds them! The elation one feels after buying an item is fleeting. Sooner or later, you'll grow accustomed to the product, get bored by it, or feel the impulse to buy that next-best-thing. You'll never feel totally happy, and this will in turn amplify your despair. Here are two alternatives that I feel will work a lot better: 1. Rely on experiences rather than tangible products -- Studies have shown that experiences ultimately bring us a lot more happiness than tangible items do. Whether it's a trip to the local museum o...

I've noticed a trend when poring over my Facebook Wall posts: It's usually women who love submitting posts about anything and everything in their lives, from pictures of the foods they eat at restaurants to videos of their newborns. Yet, most men don't seem to share this inclination to publicize everything. Sure, they post pictures and other content here and there, but not to the same degree as their female counterparts. Is it that women are simply trying to outdo other women? It's a well-known fact that women size each other up all the time. Women keenly observe how other women dress, their bodies, their hair, and even their mannerisms. Whether in the workplace or at the club, they are always in competition with each other. Now, that's not to say that men aren't competitive with one another, but I've seen it happen more often with the fairer sex -- and the latter tend to be less subtle about it. I've noted in earlier posts that Facebook is becom...