We buy stuff to prove things

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An (often unconscious) reason for why we buy things is to signal status:

• Ferraris signal to others that we're wealthy adrenaline junkies
  

• A £200 bottle of wine signals that we've got taste and class
  

• MacBook Pros signal that we're creative

We buy to showcase (or, sometimes, elevate) our personalities, beliefs, and wealth.

If this weren't the case, there would be little reason for competition beyond. The most economical product would always win. Ferrari, BMW, and Rolls Royce would go out of business, and we'd all drive efficient but utterly dull cars.

But here's the kicker: we don't purchase products just to signal to others — but to ourselves, too.

They become a placebo to help boost certain emotions:

• The Ferrari owner wants to feel more confident
  

• The £200 bottle of wine makes me feel like a classy guy
  

• The MacBook makes me feel like I take my creativity seriously

They act like charms, helping create a desirable feeling. We know that deep down, this product by itself isn't going to make us more confident, classy, or creative — but it represents an investment in creating that feeling — a reminder of the kind of person we want to be.

Look at the last thing you bought — what kind of charm is it? What feeling were you trying to create?

Peace,

—Jacob

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