Why We Buy Things We Don’t Need: The Psychology of Consumer Behavior & Marketing Tactics

People all over the world purchase items that they don't really need. They often fill their shopping carts with goods that are not their necessity.  This is because of human psychology, marketing influence, societal pressure and emotional triggers.

When we buy something new our brain releases dopamine. Dopamine is a chemical which is associated with the sensation of pleasure and reward. When this chemical releases, it gives sudden joy and happiness that is why shopping can feel so satisfying. Purchasing sometimes becomes a quick solution to negative emotions such as stress and loneliness. These effects are temporary and items purchased often end up unused or forgotten.

Human beings are based on emotions. Our purchased items are often guided by our emotions instead of logic. In many cases people don't buy products they buy feelings. For example we might buy an expensive handbag because it makes us feel confident.

Marketers see this weakness of people as their opportunity. They understand this psychology very well. In many cases advertisements do not sell the practical features of a product. Instead of this they sell happiness, security, love, success and beauty. For example a luxury car commercial does not focus on engine specifications but it shows an attractive person living a fulfilling life.

In the age of social media it is easier than ever to compare ourselves with others. We see curated snapshots of lives of people that appear perfect. This exposure creates a sense of inadequacy. Psychologists call this phenomenon “conspicuous consumption". It means buying things to signal status or wealth. These purchased items do not serve a practical purpose but they just show the world that I am successful, I have a taste or I belong to this specific group.

After understanding the psychology behind why we buy what we don't need will make our spending more intentional. It is natural to enjoy occasional shopping but purchasing unnecessary items will lead to debt and dissatisfaction. Taking shopping breaks and being aware of marketing tactics will enable consumers to make more thoughtful decisions.