Bob Nicholas.com

So, I was thinking harder on this topic and came to a conclusion while discussing with a friend last night. I should point out that this isn’t the first time I came to this realization, but through our discussion the premise of the idea was further driven home in my mind.

-Consumer decision in our society is not driven by the consumer; rather consumer decisions are driven by vendor tactics and vendor behaviors.

Let me break that down. First, for purposes of this conversation, consumer decision is the collective buying power or decision to purchase that we make both individually and wholly. Second, vendors, for this conversation, include all those selling a product, service, or idea.

Okay, so our decisions are not based in our needs or our wants, rather they are based in the actions of the seller. Consider this…when you want to buy something, isn’t your desire to purchase it increased when you think you are getting a good deal? I believe the research into the social science of influence by Robert Cialdini, Ph.D. and his colleagues would support that premise. More so I think I could prove, using Cialini’s research methods, that you and I are more likely to want something if (a) it is scarce or less available or (b) it is compared to another less expensive option, but also less desirable. I know I could prove this, because Dr. Cialdini already has. (See Principles of Influence by Robert Cialdini for reference)

Part 2 of the argument. Our decisions are driven by vendor tactics and behaviors. Ask yourself this, how many classes are there for sales tactics and marketing tactics? Why do you get so many sales ads in your email, mail, etc. Why do stores have sales? What is a “price break”? Did it really go down, or do you just believe it did?

All of that for me to get to this………

What drives your decisions? Do you buy something at the sacrifice of something else, just because it was on sale?

What are you willing so sacrifice simply to obtain what you want in the temporal world that you are not willing to sacrifice to obtain the eternal?

Here is an example… Johnny wants a new television. He wants it really bad. Johnny decides to go to the electronics store and look at tv’s to see how much they cost and what kinds he wants to buy. Now Johnny has credit card debt, a house payment, car payment, and he makes enough to cover all of these payments if he saves properly. Johnny gets to the store and looks around. He decides on a tv he likes and asks for a piece of paper with the name, model and price so he can take it home and budget. The sales man obliges and brings Johnny the information. As they begin to close the discussion the salesman says to Johnny that he has selected a nice tv, and he understands the need to budget, but he just couldn’t live with himself if he didn’t tell Johnny that right now, today, it’s on sale for $20.00 less. Johnny, trying to honor his commitments, tells the man thank you for the info and begins to leave. And then as he walks to the door he thinks of how he can rearrange his payments, pay something else a little late, and make it work in order to SAVE the 20 dollars. He goes back and buys it.

The outcome of Johnny’s decision is irrelevant. Whether he made it work, lost his house, whatever happened isn’t the crux of the issue.

The issue is: that type of decision making and the sacrifice involved DOES NOT HONOR GOD OR OUR FAMILIES OR OURSELVES.

It may appear that I’m being over dramatic here but consider that our economy is in the toilet because people, self included, have too much debt. What is debt? Debt is the amount of money we spend, that we do not have, and must sacrifice to obtain.

So yes, I’m working toward eliminating debt. Yes I have a debt consolidation program (one that is smart and not a scam). Yes, I HATE paying interest to people who don’t care about me or my family. And no, the reason I deal with this problem is not because God guided me here, it’s because I guided me here.

As a typical American I thought to myself….I deserve this….I can handle it….I am worth this purchase because I work hard and I should be allowed…..

But all of those thoughts and ideas are just the devil attempting to get me to forget God’s will. God would not have me chained to another. Or enslaved to debt.

So this is my way of saying WAKE UP!!!! I know too many people tied to their gadgets, their houses, their cars, their whatever because either (1) they deserve it or (2) because they sacrificed to get it and it’s important because of the sacrifice. Well….consider this…

(1) God deserves our love, worship, and obedience. And (2) consider what he sacrificed to get us…That is why we are important. My guess is, I wasn’t there, but I’m willing to bet, that Pilot didn’t say to Jesus, look at all of these people….the whole of creation….they and it are on sale today and if you just sign here, get crucified, and die today you can save $20.00.

God loves of enough to pay the highest price to obtain us. How about we repay the favor a little and stop sacrificing our lives in the materialistic pursuit of nothingness…and instead pursue only HIM in our lives.

Enjoy your Starbucks and your day. I’m off to get some free no name coffee from my work break room.

Tags: consumerism, debt, decision, financials, purchases

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