I, for one, am an ultimate consumer, an advertiser's dream; a sorry sucker for glossy magazine ads, colorful catalogs, avant garde post card flyers. If you present something in such beauty with a grand dose of desireablity, chances are, I will WANT whatever it is, no matter how useless or stupid, just because you presented it so beautifully. Perhaps, my advertising friends, you can tell me why that is? It's not as if I don't know the language of marketing - it's not as if I don't know that superlatives are simply part and parcel to the blurb, the tagline, the premise of why something must be HAD. And yet. I'll be off, rushing to the store to take a look, being fullfilled of expectaions, I will stupidly plunk down plastic in exchange for the thing in question. Only to find out months later (when it's too late to return said thing) that it really wasn't as magnificent and grand and useful as it was purported to be. I'll spend some time kicking myself promising myself that next time, I won't buy such useless things again, until the next thing comes along and piques my desire perceptors and I again feel the need to possess the thing before it runs out, in which case I'll be kicking myself because I DIDN'T get it.
To counteract such stupid behavior, I've learned to chanel patience, also known as waiting for the SALE. In this case, at least you exchange less of your money for the thing in question. Another device is to rummage in discount establishments. It takes a bit of time, but oh, the satisfaction of finding the thing for 40% or even 70% off! It's simply a thrill and I simply can't pass up something that is beyond belief cheap. Third, and possibly my most favorite, is to shop online. There isn't an easier way to find and compare prices before committing the old plastic card. And out of this voracious appetite for consumables, I've learned to scour the web for coupons, additional discount codes, free with purchases, free shipping, deals and steals. Frighteningly, it's now even easier to be the consumate sucker.
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