The brilliant minds at the Harvard Business Review just published an article that pretty much justifies every stupid purchase decision I’ve ever made. According to the article:
Those who had indulged felt less and less guilty about their choices, whereas those who had been dutiful experienced a growing sense of having missed out on the pleasures of life.
People who unduly resist self-indulgence suffer from an excessive farsightedness, or hyperopia—the reverse of typical self-control problems. Rather than yielding to temptation, they focus on acquiring necessities and acting responsibly and they see indulgence as wasteful, irresponsible, and even immoral. As a result, these consumers avoid precisely the products and experiences that they most enjoy.
Filed under: Advertising , Advertising, harvard business review, indulgence, marketing, purchase decisions, regret, spending habits
