The Psychology of Purchase: Exploring the Link Between the Value of an Object and Self-Esteem

As November approaches, the excitement surrounding Black Friday intensifies, promising a day filled with captivating deals for millions of consumers. While the desire to find perfect gifts at attractive holiday prices grows, a crucial question emerges: How do we navigate temptations without succumbing to impulsive purchases and the accompanying regrets?

Part 1: Needs, Emotions, Shopping

Why this irresistible impulse to buy, especially during events like Black Friday? Shopping is more than just acquiring objects; it’s a means of expression, emotional fulfillment, and satisfying needs. By understanding the underlying motivations, direct your choices towards purchases aligned with your aspirations. In coaching, we deepen this understanding by asking essential questions: “What need do you currently feel? What emotions drive this desire to buy?”

Most importantly, then to ask, “How does this purchase meet your needs?” These simple questions avoid impulsive purchases. The art of informed shopping lies in knowing your motivations and distinguishing authentic needs from impulsive desires. Integrating this awareness into your Black Friday shopping approach makes each purchase a significant step towards realizing your dreams and cultivating a prosperous life.

Part 2: Link Between the Value of an Object and Self-Esteem

When you buy an object, it takes on a value beyond its monetary cost. This value is linked to personal satisfaction, the expression of your style, and the pursuit of unique experiences. The object becomes a means by which you express your value and identity. This powerful link between the perceived value of the thing and your self-esteem is established.

If the object aligns with your aspirations, lifestyle, and emotional needs, it can strengthen your self-confidence and satisfaction. Conversely, an object incongruent with your values can lead to disappointment and misalignment. And it’s known that the value you attribute to yourself reflects your self-esteem, self-love, and self-confidence. To deepen the reflection and release blocks on these subjects, we must ask questions like:

How does this object contribute to your perception of the value you attribute to yourself?

In what way does this purchase reflect what you deem essential in your current life?

How should this object enhances your self-esteem in a specific way? What is another way to enhance your self-esteem without spending money?

If this object were an expression of your identity, which part of yourself would it represent best?

Have you ever felt disappointment or misalignment with your values after purchasing an object? How did it influence your self-esteem?

How the object’s monetary value corresponds to its personal value for you?

How could your self-esteem be influenced if you hadn’t acquired this object?

Part 3: And Sales in All This? Understanding “Real” Discounts and Promotions

You may have wondered why luxury brands avoid discounts, preferring to add services rather than lower prices. Customers of these brands are drawn to exclusivity and impeccable quality, and significant discounts could compromise this image—a luxury brand that lowers its prices risks diminishing the self-esteem of its clients—an unacceptable scenario.

So why, during Black Friday, do we find discounts exceeding 70% of the initial value? To this, add marketing strategies creating a sense of urgency to encourage purchases and limited-edition products whose scarcity induces stress. Very high discounts may seem suspicious. Companies don’t like to lose money, so if something is heavily discounted, the product may not have the perceived initial value. Therefore, it’s essential to question whether the discount is realistic and whether the product is worth its initial price. Discovering “real” discounts and promotions is a valuable skill. By learning to read between the lines of price tags, Black Friday becomes an enlightened quest, with each purchase contributing to your personal and professional development. And you, what do you want? Quantity? Quality? Set your goal before diving into assets.

Part 4: Secrets of a Balanced Budget

Managing your money during Black Friday is essential. This day tests your ability to avoid impulsive spending. The key to successfully managing your budget is to know yourself well. Before each purchase, ask yourself if it aligns with your long-term financial goals. This avoids impulsive purchases, focusing on the essentials. To stay on the right financial track, establish a plan, list what you need, and set a realistic budget.

Here’s a practical tip: put for instance $20 in a jar every week starting January 1st. By December, you’ll save $960—a substantial budget for stress-free gift shopping. Remember that planning for Christmas gifts at the beginning of the year makes for stress-free shopping. By adopting these tips, Black Friday becomes a controlled experience. You enjoy great deals while preserving your financial stability. The key lies in foresight and awareness of your long-term financial goals. Thus, when December arrives, you can celebrate the holidays without worrying about your finances.

Mentor and Coach Exercise: The Budget Treasure Map

Imagine your budget as a treasure map, where each expense brings you closer to your financial goals. Follow these steps for a successful Black Friday:

Identify Your Priorities:

Rank your costs in order of importance, emphasizing what truly matters.

Set Clear Limits:

Establish realistic budget limits for each category to avoid exceeding your means.

Visualize Your Financial Treasure:

To strengthen your determination, imagine a prosperous financial future.

Breathe Consciously:

Faced with temptations, breathe deeply to make informed decisions.

Think Long Term:

Before each purchase, ask yourself, “How does this contribute to my long-term vision?”

By integrating this exercise into your Black Friday, your purchases become a deliberate quest towards prosperity, guiding you through the offers ensuring each purchase brings you closer to your financial dreams. Enjoy the journey, and let each purchase be a gem on the path to financial success as a visionary.

30 Self-coaching Cards to Financial Freedom

Integrating these principles transforms your approach to Black Friday into an enlightened, enjoyable, and stress-free experience. Forget about fleeting discounts and build a solid financial future while savoring the joys of intelligent shopping.

If your financial goals extend beyond Black Friday shopping, and you want to eliminate stress from tight budgets, we’ve created a program called

“7 Levels of Money”.

It not only helps you achieve financial freedom but also empowers you to pursue your big dreams connected with solid finances.