Life Skills 103: Becoming a Smart Consumer

Did you know that almost every waking minute of your day, you are being wooed, courted, enticed and flattered- and you may not even be aware of all this attention that is focused directly on you? You have something that many people want and they will go to extremes to get it from you. What you have is purchasing power- you make buying decisions every day and you have influence over what your family buys and what your friends buy. Companies -and the advertising agencies they hire- are battling everyday for your interest and your money. How do you withstand this onslaught of media pressure and make buying decisions that are balanced and responsible? Read on to find out more.

Think of all the purchases you make each day -food and snacks, clothing, gifts for friends and family, magazines and books, music and videos, movies, plays, concerts, shampoo and other hair and body products- and multiply that by the number of teens just like you. Then, think about the TV shows you watch and the radio stations you tune into -you have a great deal of influence over a company's marketing and production. How successful a company is in what it chooses to make and how it is sold to you depends on how successful they were in figuring out what you wanted to buy or in figuring out how to make you buy it

Recognizing Sneaky Sales Tactics

What makes you buy the things you do? Knowing how advertisers try to get you to buy is one step toward consumer independence- buying because you want to not because someone tricked you into it.

Know It When You See It

Are you enjoying your movie when all of a sudden you get an urge for a cola? That couldn't possibly be because the hero was pulling that same brand of cola out of his refrigerator? Companies pay movie producers large amounts of money to place products in their movies or in TV shows- food brands, cars, cigarettes- if you see the brand name, you can be sure that a lot of money changed hands to get it on film. This influences you in two ways -not only are you captive ( at least you can walk away during a commercial) so you have to see the brand name, you are also influenced by the actor using the product- the theory being if you like the actor, you'll also like -and buy- the product. Add to this brand placement of products the commercials that are shown at the start of a movie or video, and you are being bombarded with a lot of advertising. In fact, think of how much advertising you are being exposed to -are you searching on the Internet? How many ads do you see at each site? Does your school get money for endorsing products, such as cola, and then have the vending machines and only that product available in the lunchroom? Does your school show you TV news shows for teens during your homeroom that also have advertising? How much advertising do you see going to and from school, in your neighborhood, in a favorite magazine, at a sports arena, before, after, and during your favorite TV shows, and whenever you shop. You really can't escape- so you have to be savvy and know fact from fiction.

Reality Check

You have to know that what you are seeing is usually very unrealistic. A driver whooshing through turns and climbing rugged mountains is a professional driver -his driving skills make the car look good. A kid whizzes by on his skateboard -how long would you have to practice to do those stunts? The gorgeous model is surrounded by admirers because she sips that brand of soda -how often does that happen and how much professional makeup and hair styling (and lighting and computer touch-ups) were done to make the model look like that on film or in the ad? Is the family happy, happy, happy because Mom made that brand of frozen pizza -when will frozen pizza foster family togetherness? Is your favorite sports hero endorsing a type of sneaker -do you think that particular sneaker will improve your game to match his- even a bit of wishful thinking that it might be so? Sorry, it's not the sneakers, it's the ability, hard work, and lucky breaks that make a superstar. Do you think if you call that 900 number you will get a real psychic who can solve your problems over the phone? And do you know they are trained to speak slowly and draw you out so that the clock keeps ticking and ticking and you keep paying and paying? Develop a critical eye whenever you are exposed to advertising. Try to look beyond the glitz and dazzle and shrug off all the tactics being used to influence you.

Becoming A Smart Consumer

Here are some tips on becoming a smart consumer. Following these tips is sure to put more money back into your pocket.

• Read labels. Whenever you buy something, read the label first to make sure that what you are getting is what you really want, then comparison shop. In a supermarket, compare brands of the same item. When buying something larger, go to a number of stores and test the products, review prices, and read the product descriptions carefully. Go on the Internet and comparison shop. Check out publications and websites that test products for you and rate the best ones.

• Don't buy on impulse. Decide in advance what you really need to buy. If you have made a shopping list before you enter the supermarket, you'll buy what you need. If you know exactly the computer power and components you have to have, you'll be less likely to succumb to the salesperson's pressure. If you look through your closet and make a list of the clothes you have to replace, you are more likely to buy what you need and what looks good on you rather than a fad item that you'll never wear.

• Don't go shopping because you are mad, upset, depressed, hungry, or in any other emotional state that will lead you to buy things to try to solve your problems or make yourself feel better. Spending money may make you feel better for a minute or so, but you'll feel worse later with no money and a bunch of stuff you don't want. If you find yourself using shopping as entertainment or medication, talk to an adult you trust right away. Shopping can become addictive and can cause real financial hardship if you don't control your shopping habits.

• Keep your shopping within your budget. (See Life Skills 102 on Managing Money.) If you try to stay within a budget and set a spending limit for yourself, you won't spend what you don't have or spend your money on something foolish and then not have money for what you really need. And, make your money less accessible. Don't use credit or debit cards -pay in cash. Lock your money up -in a bank CD or even in an old-fashioned piggy bank- just make it hard to grab a bunch of bills and go.

• Find other things to do with friends than hang out at the mall. You go the mall -you buy something- so elementary. Instead find fun things to do that don't cost money or that have a worthwhile payback -like sports lessons or health club dues or crafts or art lessons.

• Keep a list of what you really would like to buy and set savings goals to save money for that items. Keep your list with you and when you are tempted t spend money on something frivolous, your list will help you stay disciplined.

• Whenever you buy something, check the store's return policy. Make sure you have it written on your receipt and save your receipt so that if you make a buying mistake, you can get your money back. Don't shop in stores that won't allow you to return purchases. A store that has such poor customer service should not be rewarded with your money.

• Be suspicious of too-good-to-be-true bargains -they probably are. If someone is selling designer watches from a bag on the street, do you really think they are legitimate? And do you want to reward someone for doing something illegal or deceitful? You do have a conscience that will nag you if you buy items like that. And a store that has been having a going out of business sale for a year may not be going out of business and may have prices much higher than the department store down the street. Buying over the Internet? Make sure the site is a secure one -legitimate sites will always have the technology and be labeled secure. Clubs that sell you books or CD's for a penny? Read the fine-print. How many other items do you have to buy? Or how many items will be automatically mailed you unless you remember to mail back a postcard -and with your busy life, will you? Do you want discounts? Wait for sales. Go to stores with good reputations for lower prices. Try bargaining. Smaller stores may be willing to cut prices a bit for regular customers or for items that are slightly damaged. It never hurts to ask " Is that the best you can do?"

By becoming the smartest consumer you can be, you can make choices that are not influenced by advertisers but that are the choices that best suit your needs and interests-a skill that will help you now and as you make even larger purchasing decisions-cars and homes, for example, or even the college to attend. Knowing how to choose for yourself will make your life easier and your pocket fuller.