AS CONSUMERS, we are subjected to a relentless barrage of marketing. What is the goal of marketers? To turn wants into needs. Marketers know that consumer behavior is driven largely by emotion. So advertisements and the shopping experience itself are designed for maximum emotional appeal.

The book Why People Buy Things They Don’t Need says: “In planning a new purchase, a consumer often develops elaborate fantasies surrounding search for an item, finding it, and making it their own.” Some experts suspect that buyers can get so excited while shopping that they may actually experience a rush of adrenaline. Marketing expert Jim Pooler explains: “If the retailer can sense this emotional state he can tap into it and take advantage of the customer’s elevated arousal level and weakened defenses.”

How can you protect yourself from becoming a victim of clever marketers? Put emotion aside, and compare marketing promises with reality.

THE PROMISE: “Improve Your Quality of Life”

It is natural to want a better life. Advertisers bombard us with messages that all of our desires​—better health, security, relief from stress, and closer relationships—​can be achieved by making the right purchases.

REALITY CHECK:

As our number of possessions increases, our quality of life can actually decrease. Additional time and money are needed to care for more material things. Stress levels rise because of pressure from debt, and there is less time for family and friends.

Principle: “Even when a person has an abundance his life does not result from the things he possesses.”​—Luke 12:15.

THE PROMISE: “Gain Status and Prestige”

Few people will admit that they make purchases to impress others. However, Jim Pooler notes: “When people shop, a very important aspect of their behavior is that they are competing with friends, neighbors, coworkers and relatives.” For this reason, ads often show products being enjoyed by successful, affluent people. The message such ads send to consumers is: “This can be you!”

REALITY CHECK:

Defining our self-worth through comparison with others creates a never-ending cycle of dissatisfaction. When one level of aspiration is achieved, the next level immediately becomes desirable.

Principle: “A mere lover of silver will not be satisfied with silver.”​—Ecclesiastes 5:10.

THE PROMISE: “Define Your Identity”

The book Shiny Objects explains: “A common way we tell others who we are (or would like to be) is through our use and display of material possessions.” Marketers know this and work to associate product brands​—especially luxury brands—​with specific lifestyles and values.

How do you see yourself, and how do you want others to see you? As stylish? As athletic? No matter what image you want, marketing promises that if you simply buy the right brand, you can adopt the brand’s identity as part of your own.

REALITY CHECK:

No product purchase can change who we really are or give us admirable qualities, such as honesty and personal integrity.

Principle: “Do not let your adornment be . . . the putting on of gold ornaments or the wearing of outer garments, but let it be the secret person of the heart.”​—1 Peter 3:3, 4.

In addition to the external pressure we face from marketing, our own feelings and habits can contribute to excessive spending. Here are six suggestions to help you keep spending under control.

1. Resist impulse buying. Do you enjoy the excitement of shopping and finding a bargain? If so, you may tend to purchase on impulse. To resist, slow down and think realistically about the long-term consequences of buying, owning, and maintaining what you are planning to buy. Stop and remember past impulse purchases that you later regretted. Give yourself a “cooldown” period before making your final decision.

2. Avoid shopping to alter your mood. Shopping can temporarily lift you out of a bad mood. But when negative feelings return, you may feel even stronger pressure to seek relief through spending. Instead of shopping to improve your mood, seek out supportive friends or engage in some physical activity, such as taking a walk.

3. Do not shop for recreation. Lavish shopping malls have turned shopping into entertainment. Although you may visit a mall or browse the Internet simply for enjoyment, much of what you see is designed to stimulate your desire to buy. Shop only when you have a specific purchase in mind, and stick to your plan.

4. Choose your associations carefully. The lifestyle and conversation of your friends greatly influence your desires. If you are overspending to keep pace with your friends, then choose friends who place less emphasis on money and material things.

5. Use credit cards wisely. Credit cards make it easy for you to buy while ignoring the consequences. Try to pay credit card balances in full each month. Know your credit card’s interest rates and fees, and compare credit offers to find the most affordable cards. Be wary of premium cards that have higher borrowing costs and offer benefits that you do not need. Instead of purchasing on credit, save for larger purchases and pay cash.

6. Know your financial status. It is easier to spend excessively if you are not sure about your financial status. Keep up-to-date records, and know your total financial situation. Create a realistic monthly spending plan based on your income and past expenses. Track your spending, and compare it with your plan. Ask a trusted friend for help in understanding financial matters that are unfamiliar to you.