Some consumers exert steely discipline when weighing whether to spend money. They separate wants from needs, negotiate better deals and resist impulse buys.
Then there are the rest of us. As the marketing of products and services gets more sophisticated, we’re left trying to avoid spending traps and make prudent buying decisions. It’s not easy.
Behavioral psychologists know that certain marketing techniques and purchasing methods attempt to convert one-time buyers into long-term customers. Once you agree to buy a new vitamin supplement, for example, the purveyor might urge you to consent to automatic renewal shipments every month.
The set-it-and-forget-it approach can breed passivity. Rather than terminate what becomes an ongoing purchase, you grow to accept it as a familiar charge on your monthly credit card statement.
“It takes a lot of cognitive energy to change things,” said Chad Lewis, a certified financial planner in Oak Brook, Ill. He suggests two hacks to fight what he calls “status quo bias” — the tendency to maintain the present situation as the path of least resistance:
First, keep accurate records of how long your locked-in price will last. If you agree to a free 90-day trial, set up a reminder to cancel before you’re automatically charged for it.
Second, reject the auto-renewal option when making a first-time purchase. Even if you grow to like the product and are tempted to auto-renew, don’t do it.
“It’s better if you have to use your cognitive energy each time to decide whether to renew,” Lewis said.
Status quo bias has an upside, he adds. If you participate in a tax-advantaged retirement plan such as a 401(k), setting up automatic withdrawals from your paycheck can nudge you in the right direction without having to think about each contribution.
Savvy spenders are mindful about what they buy. They ask themselves a few pointed questions before committing to a purchase. “It’s important to be intentional,” said Scott Ferguson, a certified financial planner in Raleigh, N.C. If your intent is to buy an appliance, for instance, you may be prompted to buy accessories, warranties or other add-ons.
Ask yourself, “Do I have the intention to buy extra stuff?” And if you like the extra stuff, ask yourself, “What should I give up in its place?”
“If you just base a decision on whether you’ll like it, you’ll spend a lot of money,” said Ferguson, author of “Living the Abundant Life.” It’s better to focus on why you want something in the first place, address that need and stop there.
Like many advisers, Ferguson cautions consumers to proceed with care when signing up for auto-renew subscriptions or “buy now, pay later” plans. Just because the initial payment seems affordable doesn’t mean the total cost over time will prove manageable.
“A lot of businesses are moving towards the recurring revenue model,” Ferguson said. “They’re also using the bundling model where you pay more for more things,” some of which you may not want.
Another tip to avoid spending traps: consider the erosion of value of any product that you buy. Just as a new car instantly loses a chunk of its value when you leave the dealership, most items are tough to resell at or near the purchase price.
“Most likely, what you’re paying for a consumable good is a depreciating asset,” Ferguson said. “So whatever you’re buying, you may not be able to sell it back later for anything close to what you paid.”
Perhaps the biggest trap involves the battle over your time. If you feel pressure to act now, that’s a potential red flag.
“If something catches your eye and you want it, you want to give yourself a chance to think about what the trade-offs are,” said James Vermillion, a financial adviser in Lexington, Ky. “Everything has trade-offs. But instead of thinking about the risk-reward of buying something, some people jump to buying it.”
By disrupting the countdown to buy, you can gauge how badly you want something. Whether you step away from the ticking clock on the screen and take a walk before finalizing the purchase — or you take a day or two to revisit the store as you ponder the purchase — it’s a pause that refreshes.
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