Despite very healthy management of our finances, we sometimes fall for a type of expense.
Published at 5:00 a.m.
Is it a need for an outlet?
Yes, absolutely, says Marcelo Vinhal Nepomuceno, holder of the Canada Research Chair in Consumer Decision Making at HEC Montréal.
“It’s super important to leave room for pleasure,” says the professor, who even adds that everyone has their pleasure – trips, hockey cards, small creams, Notre-Dame de Paris in Lego or great wines – and that it would be very bad form to judge that of the other.
Always forcing yourself not to spend is not healthy at all.
Marcelo Vinhal Nepomuceno, holder of the Canada Research Chair in Consumer Decision Making at HEC Montréal
The consumer has a very irrational side, continues Maryse Côté-Hamel, assistant professor of consumer sciences at Laval University.
“Someone can tighten their belt on a lot of things,” she said, “but will go out to eat once a week. » And it's not frivolous.
“These are expenses to which we are so attached that we have developed an emotional bond,” continues the professor.
This is a reaction that would resemble what we define as anchoring bias, in psychology. “Anchoring bias,” explains Maryse Côté-Hamel, “is the fact that we attach ourselves to an anchor. And if we have that in our life, everything is fine. » The professor uses a very concrete example: the hot dog and soda duo for $1.50 at the Costco outlet. For some, it's a reassuring pleasure.
HEC Montréal professor Sylvain Sénécal adds that people who have financial constraints, who are very disciplined, end up developing cognitive fatigue.
There is a hedonic portion to our needs, and if we camouflage it all the time, we will have a certain fatigue that will set in.
Sylvain Sénécal, professor in the marketing department of HEC Montréal
Professor Sénécal talks about the kind of pleasures that everyone can treat themselves to occasionally — often the “premium” product of an affordable item found at the local grocery store or the corner pharmacy.
An example often mentioned: coffee taken in a café. “For some,” says Sylvain Sénécal, “it’s a crazy expense. »
But according to him, these small occasional indulgences allow us to better pursue mental discipline.
And there's more: this coffee time allows us to belong to a group.
“I would like all my days to be like that,” the marketing professor gives as an example, “but that’s not possible. On the other hand, one day, I will pay for it [ce fameux café !]. I belong to another group and that makes me feel good, because it's a reference group. »
So a little Christmas candy coffee in the shopping sprint? Certainly !
But be careful: everyone agrees that we must not go overboard. Marcelo Vinhal Nepomuceno is categorical: you must not exceed your means, because debts overshadow all pleasures.
Including that of giving. “Giving gifts is a source of pleasure,” explains the HEC Montréal professor, “but it has to fit into the budget. You shouldn't do it to impress people. »
“The spirit of Christmas is being with family, creating memories,” he continues. Not trying to impress. »
