41 minutes | Jan 5th 2021

Why We Buy The Things We Buy with Margo Aaron

You're not a spreadsheet and you're not a calculator.

You're a person with experiences, feelings, and history. But when most of us think about managing money, we think about it like it's math. We expect to make decisions about money like a calculator.

But managing your money is actually more like figuring out psychology than math. Human beings don't make decisions like a calculator. We make decisions emotionally—and that includes financial ones.

Learning how to manage your money well is part skill, sure. But a whole lot more is about examining your own relationship with money and dealing with all that baggage you're bringing to the table.

How you think about money, the choices you make with your own money, and the relationship you have with it is ultimately impacted by a lot of stuff BESIDES just those decisions. It's influenced by what you learned about money as a kid. It's influenced by your reactions to previous decisions you've made with your money - both good and bad.

We all have a completely unique and individual relationship to money that's influenced by all those factors. By examining that relationship, we can understand WHY we do the things we do and think the way we think, identify those influences -- and ultimately be able to make more conscious choices about what we do with our money.

All this month we're going to examine the psychology behind money and why we think the way we do about it.

To kick us off, I want to talk about buying things because that's where most of us start thinking about money. What should we buy? Or even SHOULD we buy something? We're bombarded with messages every day that encourage us to buy, buy, buy. Sometimes we even get told that it's patriotic.

But WHY do we buy what we buy? That's what I want to know. And, as it happens, I know someone who LOVES geeking out on buying and marketing psychology.

Meet Margo Aaron. She's a psychological researcher, turned marketer and the founder of That Seems Important, which is quite possibly my favorite blog in existence. She also co-hosts "Hillary and Margo Yell at Websites", an award-winning show about marketing and teaches writing and marketing to business owners.

When I want to nerd out on the psychology behind marketing, Margo is my go-to.

Listen to the full episode to hear:
  • How shopping was INVENTED (yes, I said invented!)
  • Why we buy things we WANT instead of only things we need
  • How to ethically use the power of psychology for good in your marketing
Learn more about Margo Aaron: Learn more about Susan:
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