Have you ever wondered why you buy what you buy? There are so many reasons under the surface for our purchases from social status to taking care of our future selves.

I have the perfect guest to help break down these spending thoughts for us. Dr. Michael Barbera, associate professor of marketing at the University of North Carolina at Pembroke, explores the fascinating world of "Costco therapy" and the deeper psychology behind our shopping habits.

Mike and I delve into what truly drives us to fill our carts—not just at Costco, but at big-box stores everywhere—and how the thrill of discovery, exclusivity, and even our future selves influence the decisions we make every time we shop.

You'll also hear about how brands use subtle psychological tactics—think those rotating aisles, shiny new objects, and exclusive memberships—to keep us coming back for more. The conversation covers everything from customer loyalty, subscription traps, and the emotional calculus behind "saving money," to the powerful role of social media and the human urge to keep up with the Joneses.

Please enjoy my conversation with Dr. Michael Barbera.

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Resources Featured in This Episode:

Dr. Michael Barbera

What Is "Costco Therapy"—And Why Is It So Effective?

Your Future Self: How to Make Tomorrow Better Today