Optimal Finance Daily · Wednesday, August 12, 2026
Colin Wright, author of "Know Why You Buy," suggests that consumer purchases are often driven by underlying social or emotional needs rather than the stated functional purpose. He uses the example of buying a large TV, not just for watching sports, but as an excuse to host gatherings.
“What's important is that we know why we buy what we buy.”
“I tell myself, I want a massive television for watching football. But in reality, I'm hoping for an excuse to have people over more frequently.”
“Money can buy happiness, but only if you're shopping for the right things.”