by Olivia Emisar

Created on: September 23, 2010

Madison Avenue is well aware on how emotions separate people from their money. Their job is to promote products that would appeal to a vast array of consumers based on demographics, current popular fads and most of all, emotional imagery designed to trigger a preference for one product over another. 

Consumers do their part by associating certain emotions with purchases.  People overeat when they are stressed, but their food choices are not necessarily based on childhood favorites, a great deal of binge eating is done courtesy of great advertisement placement by the masters of product promotion. 

Financial stability elicits emotions of well-being and satisfaction, but a personal set back in romantic pursuits or job dissatisfaction can turn a financially stable household into one that titters on the brink in a very short time. 

A marital break-up can be filled with angst and low self-esteem, usually newly single adults wonder if they are too old, attractive enough to others, or even if they know how to dress appropriately for the social scene. Madison Avenue provides the expensive information and emotional reactions supply the rest.  

A beautiful woman on a glossy magazine looking happy, admired by sculptured admirers will easily entice the newly divorced woman to purchase designer clothing.  That same advertisement entices the newly divorced man to get into the expensive gym and to purchase new clothing. 

Emotions can rule the wallet of even the most frugally minded individual. A parent that is feeling less than adequate, will overcompensate with expensive consoles or the latest MP3 player or Smart Phone to make his/her child happy. 

We are a consumer driven society that has been taught that money buys happiness. When people feel badly about their lives, they have a tendency to buy trinkets and toys to make them feel better.  By now, we all know this is a short term reprieve from dealing with issues that need to be observed rationally and carefully in order to be resolved. 

Advertisement has made it possible for women to indulge in brand name clothing they don’t need, but makes them feel sexier, happier and confident.  Unfortunately, no amount of clothes can duplicate the perpetually fixed smile of the model on the magazine cover, or alleviate a person’s sadness or insecurities. 

A sport car does not make a man sexier, and yet, some who feel inadequate will overcompensate with a vehicle that is neither practical, nor affordable. 

Money does not bring happiness, but spending while feeding an emotional need gives people a rush associated with happy feelings. This is the surest way to spend money on things no one needs. 

Most counselors would advice to not make any financial decisions within a year of having experienced a traumatic loss, such as a divorce or the death of a loved one. 

Unfortunately, there are no counselors to advise people who are getting married against the advertised happiness of a few hours by an expensive reception.  Very few people simplify their wedding and use the money as a down payment towards their starter home or retirement savings. 

In order to stay financially solvent throughout life, it is imperative to make financial decisions based on logic rather than emotions.

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