What if the price of everything we bought included all of the things each item makes us feel?
Just imagine: You walk into a grocery store, reach for your favorite pint of ice cream and all of a sudden, the price tag doesn’t just say $6.95. It includes non-monetary costs like “buyer’s remorse,” “explanation to spouse” and “guilt over blown diet.”
Purchases are personal, so it’s not really possible to print such things on labels for each shopper. The same pint of ice cream might cost one person “$6.95 and 12 Hours of Bloating” and cost someone else nothing more than the simple dollars and cents.
The store clerks can’t price out the non-monetary values because they don’t know the people in the store. But you know who does know?
How often do you hear a little voice in your head saying, “If you buy that, you’ll regret it?” If you’re like me, it’s probably pretty often.
So what if we taught ourselves, when we saw a price tag, to see the full cognitive and emotional price of what we’re buying? Think you might shop a little differently?
I know I would. And we might as well, because we’re going to pay the full price one way or another.
Think of it as full cost consumption. Next time you’re shopping, just ask yourself, “How much is this really going to cost?” Calculate the full price and then consume accordingly.