Every day we are faced with so many choices everything from what we choose to eat for breakfast to what toothpaste is best?
If we are confident with our decisions when faced with such limitless choice, and instinctively know the right choice for ourselves it can be easy, but the human mind does not always work that way. I have found myself making a decision on a relatively inexpensive product only to question it a few days later when I see an advert for a similar product that claims even better benefits for less investment. I conclude I made the wrong decision and become dissatisfied with the product that I was perfectly happy with for a short while. The product has not changed, but the overwhelming quantity of choice leaves me feeling I didn’t get the best for my money and questions my ability to make this simple choice on an every day item.
Before the 1960s there were limited choices for everyday household products on the market and we were more likely to stay loyal to a brand, for example a toothpaste, after all they all did the same thing! I am confident we were generally more happy with our purchases. But with more disposable income and most of the population of the western world owning a television, manufacturing and the resulting advertising of the numerous varieties and luxury household items have escalated in the race to gain sales in an ever more competitive market.
Dependent on your age, you may remember a time when choosing a toothpaste just meant choosing a brand and a flavour. Today you need to decide whether you have sensitive teeth, if you want to whiten, protect the enamel, promote gum health, cavity protection or total/complete ranges which presumably take care of all of your dental needs? And I nearly forgot the seemingly endless choice for children, with popular television characters adding extra pressure to get it right, and appealing colours and flavours. This choice may seem relatively trivial, but when faced with these choices for every product it is not that surprising we can become bewildered by the abundance of varieties and brands on offer. Coupled with the continuous media presence to guide us on our epic choice making, advertisements tell us how their products are the best and encourage our belief and wonderment that we could ever live without them. We may begin to question whether we can afford to make the huge mistake of not buying their products.
We are faced with limitless choice and constantly nudged, coaxed, blackmailed and left feeling scared of the consequences for making the wrong choice. Our focus is on avoiding making the wrong decision and even once we have committed to a choice have doubts, reservations and concerns we may have made the wrong decision. Does our purchase bring us joy and satisfaction, well maybe temporarily, but it can be very short lived and we do not truly celebrate making the right decision for us. In this ever changing world there is always going to be something that does more and is bigger, better and faster.
So how can we enjoy our purchasing decisions or any choices we make? As it is unlikely the marketing trends and new products on offer are about to decrease and if anything will continue to multiply. Perhaps it is time for a personal purchasing strategy.
How can we set helpful boundaries for our own purchasing choice or decision making? Let’s imagine for a moment you are in the market for a new kitchen appliance. Before you even look on the internet or step inside a retailer’s doors it helps to have your own firmly set boundaries. You may have been happy with your previous choice of brand and therefore decide on keeping to what you know, it has delivered and done the job to your satisfaction. If not can family or friends recommend a brand and qualify why they rate the product? Once you have the brand it is much easier to choose the right product for your needs. Of course you also need to know your budget. Be sure of what you require from the product, what are definite needs and which are desirable. When you have defined these clear boundaries your shopping experience becomes much more simple and rewarding. This is when the internet becomes a great tool to find exactly what you want. Do not be seduced by clever marketing and persuasive salesman, their main aim is to take your money! Remember only you know what is right for you! If you have researched your product you will be far more satisfied with your choice and remember there will always be new models, this does not change the value of your purchase, you made the best choice for you at the time!
Research backs up the theory that when we have defined boundaries for choice we are happier with our decision making and our minds are more adept at finding the reasons and justifications the decisions are the right ones for us. In effect we use our focus on finding the evidence for our decisions being correct and discount the doubt and fear we may have previously experienced. Our ability to make the best decisions for ourselves is impaired by stress and fear. Over time, as we continue to gather evidence of our great decisions and purchases we tend to grow in confidence and become more satisfied with our successful choices. This in turn supports our faith and trust in our own abilities and when faced with further decisions can transform the process and make it far more enjoyable!
Karen Oliver – NLP Trainer, EFT Practitioner & Health Consultant
01932 403780/07782 381855
