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We get the A susceptibility to ‘value’ and apparent discounts isn’t just down to the loss aversion switch; many of us have an innate desire to save.

For better and worse, we routinely delude ourselves. Rather than look back and reflect on our past actions with anything approaching a balanced scorecard, we look to the future with an idealised view of what it might be like.

As children, people are often conditioned by their parents to feel good about something new being handed to them.

You only need to go back a couple of generations to understand why this was an understandable sentiment.

We believe we’re better than average looking, better than average drivers, better than average parents… Rather than acknowledge the fact that we haven’t done a stroke of exercise in the past five years, we like the idea that buying the new Ab-Toner-9000 will turn us into someone who does have the motivation to crunch his stomach 200 times a day.

Each of these influences is worth reflecting on next time you go shopping.

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