SAN DIEGO - AUGUST 29: Jimmie Johnson with the 'hole-in-one' prize Corvette at the first annual Jimmie Johnson Foundation Charity Golf tournament raising money for Habitat for Humanity Wednesday, August 29, 2007, at the River Walk golf course in San Diego, California (Photo by Kent Horner/Getty Images)

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Have you ever seen someone wearing something and you wonder to yourself, “Why on earth did they buy that?” I wonder why people buy all kinds of stuff. Why do people buy rap music? That makes absolutely no sense to me.

Some people would not buy margarine on a bet. People line up for the latest iPhone. People collect wines, stamps, art and antiques, to do what with them? Show them off? To whom?  How many cars does Jay Leno have?

People not only ride the fancy bike but they also have to buy the form fitting Spandex outfit. Getting the exercise is only part of the equation. You have to look good doing it.

What Are People Really Buying?

Hollywood stars live in lavish homes, travel in private jets, and drive or ride in top end automobiles. No question these things are all possessions in a sense but is that what they are really buying?

We Don’t Buy The Things Products Have; We Buy The Things Products Do

Marketing and advertising agencies spend millions of dollars trying to predict how you will react to their messages. What words will trigger you to reach for your wallet? What visuals will create a desire in your mind for their products or services?

Adverting and marketing have learned one important lesson. When logic and emotion come into conflict; emotion always wins. We don’t buy products or services for what they are or do we buy them for how they make us feel.

Why do Hollywood stars have big houses? Not because they can afford them but as a validation of their perceived worth. A reward for reaching the top of their profession.

Not everyone does this. Warren Buffet, the second richest man in the world, still lives in the same modest house he purchased long before he became wealthy. Mark Zukerberg, founder of Facebook, grows some of his own food and it’s reported that he has chickens. He married in the back yard of his rented home in Palo Alto, California.

Some Final Thoughts

The bottom line here is that no matter what your station in life you buy things. And studies have shown that people, for the most part, don’t buy things. They buy experiences. They buy feelings. We buy things that evoke feelings.

We all know that new car smell. Cinnamon rolls baking. Mom’s Apple Pie.  Jeans that fit again after a weight loss. I am not going out to buy a boat if I don’t enjoy boating. Not picking out a motor home if I’m not a big fan of traveling.

We buy experiences. It’s why we take vacations to exotic places. We treat ourselves to a dinner out or a new item of clothing. The vacation ends but the memories, experiences and feelings remain. So indulge yourself this week. Go out and buy an experience. You deserve it.

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