Why Do We Buy Things Even When We Know They're Unnecessary?

"The emotional brain simply consumes less energy than the thinking brain" – this phrase best explains the well-known phenomenon: why, even though we know exactly how marketers try to manipulate us, we still fall into the trap and buy things we didn't plan on purchasing?

A new study from Deakin University in Australia sheds light on the deep processes occurring in our brains during consumer decision-making. Dr. Paul Harrison, an expert in consumer behavior, explains that the problem starts with the gap between our ancient brains and the modern world. The same psychological biases that helped our ancestors survive for millions of years have become vulnerabilities in the digital consumption era.

"We thought knowledge was the solution, but we were wrong," explains Harrison. "The research shows that even when we know exactly what the right thing to do is, it doesn't change our behavior." The reason lies in the way our brain conserves energy: it prefers to use quick emotional pathways instead of investing in deep rational thinking.

Beneath the surface, the study reveals that our consumer behavior is driven by deep emotional needs: the desire to be loved, the fear of social rejection, and the attempt to fill an emotional void. "Almost every advertisement is built on the implicit promise that the product will make others love us more," notes Harrison.

So, what can we do? Harrison offers several practical strategies: keeping credit cards out of reach, removing shopping apps from phones, and creating deliberate "friction" in the spending process. In parallel, it is important to slow down decision-making and identify the emotional triggers that lead to unnecessary purchases.

"There are no magic solutions," he emphasizes, "but a deep understanding of the psychological mechanisms, combined with patience and creating a supportive environment, can help us make better financial decisions over time."