You Are Being Manipulated

Most of us are aware that when we walk into any retail establishment, we are being manipulated. Whether it's the lighting, upbeat music, or appearance and layout of the space we are being stimulated to, not only buy, but buy more. I was aware of some of the tricks in the following article, but the lengths to which we are being steered to spend more money in the average grocery store, still caught me by surprise.

http://www.bonappetit.com/test-kitchen/how-to/article/supermarket-psychology


I wish I could claim to be completely immune to all of these tricks, but I am not. What I have developed over years of trying to, not only eat well but, eat well on a very small budget, is a set of rules to help me avoid the trickery. Calling it psychological warfare may not be hyperbole on the part of the author. This doesn't mean we need to develop a completely adversarial relationship with our local mega-mart, but it does mean that, as informed individuals we should be aware of the environment we are entering so that we can make better choices, that are based in reason, rather than impulse.

Some of these rules were learned at my parents' knee, passed on from their parents, and grandparents, and others I've read in various articles, and books, on health and nutrition. Others I've learned the hard way, by making the mistake I was being lead to make. I am aware that written as hard and fast rules, these sound deceptively simple, but every one of them requires at least some effort, and a certain amount of discipline. Given the psychological trickery you are going to experience when you step through the doors of your favorite grocery store, it is essential that you are sufficiently armored.

Rule number one: know what you already have.

We are all busy, and my compliance with this rule is a work in progress. Everyone, myself included, could benefit from looking through their cupboards, pantry, refrigerators, and freezers before heading out to the store. I am due - this weekend in fact - to inventory my own pantry, make a list of what I have that I need to use up, discard foods that have passed their expiration date, and make a list of staple items I am running low on.

In an ideal world, I should - and you should too - do this weekly, bi-weekly, or monthly - whenever it is you're planning to hit the isles of the grocery store to do you main shopping trip. The good news is, an ideal world isn't that far out of hand. Once you have a handle on your inventory, all you really have to do is scratch things off a list as you use them up. All of us, because we are fallible, should inventory our kitchens at least once a year.

Rule number two: make a meal plan, and a shopping list.

Standing in the isles of the grocery store is no fit time to decide what you're going to eat. As the article says, you are being bombarded with external stimuli, the sole purpose of which is to part you from your hard earned money. This is not an atmosphere in which anyone can make good choices. Making a meal plan is not only an opportunity to use up items in your pantry and refrigerator, but it is the only way to determine what it is you actually need. This is especially helpful when you are trying to make lifestyle changes, or are particularly busy. Yes it takes time, but that time is recovered two fold when it's time to prepare meals, and eat.

There is one more reason having a meal plan is essential. Not to put too fine a point on it, but, it is precisely the act of deciding what we'll eat at the end of a busy day that billions upon billions of dollars in advertising are meant to exploit. It's that moment of choice where we become vulnerable to bad food and budget choices. The narrative goes something like this, "stressed out, tired, got a picky eater at home, just don't feel like cooking today? Let us do it for you!"  It isn't the act of cooking that makes us stressed out, it's the act of deciding. Do this at home before you are being bombarded by all the stimuli. Give yourself the gift of peace of mind, and autonomy, so that you can spend your energy and money where it is needed: on yourself and those you care for.

And, stop referring to yourself as a consumer. Consumers don't have responsibilities, histories, families, or lives. You are a citizen, not a spending machine!

How I do it:

Digital devices be damned, I have found that the easiest way for me to make a meal plan is to sit down with a pad of paper, a mechanical pencil, and a cup of tea. The tea is optional...for you, not for me. I write out the days of the week, with sufficient space to write out a menu for breakfast, lunch, dinner, snacks, as a sub-category under each heading. This way I can look at multiple day's meals at a glance, and I can erase, move, or change the plan as I go. I also make a note of any appointments, or obligations my family and I have during the week in the margins, so that I can accommodate those, and still stay on plan. This is also the time to look over your coupons and store flyers - most of them are available on-line - and make some choices.

100% compliance is not even remotely possible, unexpected events occur, that is just how life is. However; your meal plan is like a malleable road map to getting food on the table all week long.

....and a list.

Now that you've made a meal plan, make a list of the items you need to fulfill that plan. There are always going to be those items, one or two, that are best left until very close to the time you are going to prepare a meal, but for the most part, your list should prepare you to get everything you need for the week in one trip.

Your list is the essential tool you will use to help you avoid being manipulated once you're in the store. In fact, I take my list, and my meal plan with me: I never know when my hubby will request a favorite meal, or when I'll see something I simply cannot leave the store without. More on this later...

Rule number three: buy only what is on your list.

This can be HARD. Remember how much work, time, and money is put into getting you to buy more than you intended to buy? We are all fallible, sticking to your list may mean that you occasionally forget an item, or even two, but it will help you to avoid the multiple-buy, bulk-buy, and special offers you weren't planning on buying, or did not even know existed before you got to the store. Whenever possible, buy only what you need of the items on your shopping list.

I have to state, emphatically, that YES it sometimes does make sense to bulk buy items you KNOW you will use week in, and week out. Too often, though, we get tricked into thinking we'll suddenly be disciplined and use a large volume of a food-stuff just because we bought it in bulk.  Strictly speaking, there is also nothing wrong with buying items on spec. A great cheese, olives,   produce, or something at the butcher counter can sometimes literally call to you. The trick here is to then adapt your meal plan to accommodate that purchase. This is precisely why I take my meal plan with me.

However; do not be fooled into thinking you will suddenly prepare a meal using some new or exotic ingredient that you are unfamiliar with just because it was on sale. There are individuals who have a particular talent for wandering the isles of a grocery store, or farmer's market, picking up whatever stimulates their imagination, and somehow manage to transform that into meals throughout their week. I have met many professional chefs can not do this! Furthermore, no restaurant can run this way, and you certainly shouldn't expect your household to run this way either.

There are other exceptions, of course, but the hard and fast rule still applies: buy only what you need and you will avoid being stimulated into over buying, and wasting your hard earned money on food that is going to spoil in your refrigerator, or on your pantry shelves.

Rule number four: stick to your plan.

OK this seems like it should be a redundant rule, but, it is not. No matter how great your intentions, life has a way of messing with your plans. This is, after-all, why I write my meal plans in pencil. Of course there will be times when sticking to the plan will not be possible, but there are those moments when all that is needed is a little bit of discipline. It goes without saying that any foods, or meals that don't get made on this week's meal plan, should be forwarded to the top of next week's plan. If you can manage this cycle, not only will you get more out of your grocery dollar, but you will not fall victim to marketeers, and the mind games they play on all of us.