On one of Seth Godins recent Akimbo podcasts, he talked about the reason we buy lottery tickets.
He said that we don’t buy them as a long term investment, we buy them because of the feeling we get when we buy them.
As self aware as I am in many areas of life, I can really lack awareness in the market place. I am a lottery ticket buyer and didn’t realize I was buying the feeling.
All decisions are emotional because they invoke a feeling within us.
How would that new car make you feel?
How does buying fresh veggies at the farmers market make you feel?
How does going to a chiropractor or the gym make you feel?
What will having the latest and greatest technology feel like?
First we buy the feeling, then we expect the results.
The more we believe in the feeling we will get because of what we are buying, the more we look for the reasons to justify it after the fact.