I want it. 

But how much should I spend on it?

I used to just spend what I wanted. When I wanted to. Without giving thought to how much I was spending. 

I used to believe that spending more meant I was buying higher quality. And that spending less meant a better deal.

I didn’t give conscious thought to what I wanted to spend. I allowed the item, or the situation, to dictate its price to me - and I blindly followed.

I reacted to situations. I reacted to the price tag. I justified something if I wanted it enough.

I didn’t have my own personal idea about value. Or about what something was worth to me. Or about what the exchange of dollars really meant.

I was living in the world of instant gratification.

If I wanted something. I got it. And most of the time I didn’t even look at the price tag.

This is the very foundation of impulse buying.

If you haven’t taken the time to know what you want. And you haven’t consciously decided how much you’d like to spend. 

No worries.

Marketers will decide for you.

They know that they can seduce you with a sale.

Or a brightly placed display.

Or an “Only 3 left.”

They know that they can tell you why it’s urgent to spend. Now. This much.

And that it works.