Summertime and the Livin's Easy

As summer is fast approaching, I notice I am much more susceptible to marketing ploys that play into the idea of summer. Summery colors, commercials and advertisements with images of outdoors and happy people outside, shorts, floral patterns, and bikinis seem to call my name.

 “Buy me, buy me—it will make summer so much closer” the flip-flops cry to me from the shelves. Of course advertisers, merchandisers, and store managers all know this and plan their packaging, ads, and store layout accordingly.

Once again, I feel as though both I and the marketing geniuses win in this case. They get to make more money because I feel the urge to spend money on things that I don’t really need—but I feel better because of it. It makes me feel closer to summer, whether or not it’s true. So where’s the harm in that? Besides that maybe my wallet is a little lighter after I leave the store. 

Rationalizing Spending

After looking more carefully at my consumption behavior over the past week, I realize how much rationalization comes into play when making purchasing decisions.
Normally, if I came across an $8 slice of cheesecake, I wouldn't think that it was worth my money. However, last week I encountered an $8 slice of raspberry white chocolate truffle cheesecake and rationalized, "I'm on vacation!" and swiped my debit card without a second thought. The rationalizations of "I'm on vacation", "It's spring break!" and "I'll save my money after break" were commonly occurring thoughts when spending money over the past week.

Even if the purchases I was making weren't in my best interest ($10 margarita anyone?) I was able to make sense of them, and thus relieve myself of any dissonance I would normally feel about spending that much money. I have a feeling that I am not the only one who is feeling a little guilty looking at my bank statement after spring break.

Resolutions and Their Impact on Consumption

What is it about the impending Spring Break that seems to make the gym so much busier?
The same thing that occurs after every bout of New Year's resolutions, I suppose.

Right before an event, like Spring Break or class reunions, the idea of looking your best becomes highly salient, which in turn leads to things such as working out, eating healthy, getting nails and hair done, etc. However, once the event passes it often leads to reverting back into old habits.

I definitely won't complain once spring break passes, as I much preferred my uncrowded spinning classes from before the idea of wearing a swimsuit on the beach became salient to the masses.