|Jean Chatzky on The Today Show|
Now I know that maybe you wouldn't place a financial mind like Jean Chatzky in a blog about style but first of all I think that Chatzky has impeccable style and second she always has the best and most useful financial information. The Today Show is known for having some wonderful contributors and besides Jean Chatzky, Dr. Michele Borba has the most relevant information for parents and Bobbie Thomas always brings something stylish to buzz about and it is especially fun when she is on with Kathie Lee and Hoda.
What intrigued me about Chatzky's segment was that it involved how your brain works when you are shopping, especially when items are on sale. She spoke about the battle in your brain between pleasure and pain and how when you see an item on sale the pain center eases which means it is easier for you to make that purchase. This explains why it is so easy to over spend when there is a sale, and it also explains why we sometimes experience buyer's remorse.
Even the most savvy shoppers, me included, sometimes buy on a whim. This Winter I bought some boots on impulse. I had seen them online but couldn't find my size. When I saw them in the store I was on the fence but when the sales associate said he couldn't hold them and they were the very last pair I pulled out my wallet. The boots were great but when I got them home I realized they weren't as versatile as I had hoped, and so I returned them the next day. My story did have a happy boot ending because that is the day I wandered into the Stuart Weitzman store and found the fabulous Linear boots that I had been looking at for a few months. The best part was that they had my size and they were on sale!
Another great tip from the Today Show was that you should not try on the clothing if you are the least bit uncertain about the item. According to Chatzsky, "There is a Psychological Phenomenon called Loss Aversion - as much as we really like getting something we hate losing that thing even more." So Chatzky said, "Once you try it on your brain basically takes owenership of it." Then, if you don't buy it your brain feels this as a loss and seriously, who wants to feel bad while shopping?
|Chan Luu Bracelet from Gilt|
And lastly before you head out to do a little Spring shopping, remember to use cash not credit or debit cards because it truly is harder to part with those actual bills, especially if they are big bills. Credit cards and especially deferred payments make the purchase seem less real and therefore more pleasure in your brain and less pain which could lead to spending more than you really want to spend.
So keep Chatzky's helpful tips in mind and have a pleasant shopping day! Who knew there was so much psychology to a simple shopping trip. Having worked in marketing, the advertising executives understand how to position products because they know that "This is your brain on shopping!"
My Style Shout Out Tip: If you are looking for fab finds check out Nordstrom Rack, Loehmanns (we don't have one here but fingers crossed), Neiman Marcus Last Call, and Saks Off 5th! In the past few weeks at Nordstrom Rack alone I have found Burberry Sunglasses, Hudson Jeans, 7 For All Mankind Jeans, Harajuku Lovers tees for my daughter and yesterday, I kid you not, they had the most beautiful Burberry shorts, dresses and tops...sadly I did not have to put any of Jean Chatzky's expert advice to use because they were already sold out in my size!