The expert named the reasons for saving on important things and overpaying for convenience.

It is often easier for people to spend money on quick pleasures and convenience than on purchases with long-term value, such as books or education. Violetta Korovkina, a member of the Guild of Marketers, told Izvestia on March 10 about the reasons for this behavior and the peculiarities of consumer logic.

"The brain pays not for the value of the product, but for the speed with which this value reaches us," Korovkina noted.

According to the expert, a similar pattern of behavior can be observed in ordinary everyday situations. So, in the morning, many people without hesitation pay about 650 rubles for a latte with oat milk, perceiving the purchase as a habitual part of daily expenses. At the same time, in the evening in a bookstore, a person can refuse a book worth about 700 rubles, considering it too expensive.

The expert stressed that the amounts in these cases are comparable, but the emotional reaction to them varies. Coffee gives you an instant sense of pleasure — a familiar taste, warmth in your hands, and a short ritual during the workday. The book brings results later: knowledge can manifest itself after a while, for example, in decisions or conversations, so the brain automatically perceives such a purchase as a lower priority. According to Korovkina, there is a second mechanism of consumer behavior.

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"Coffee in a branded glass is a visible signal that is instantly read by others: colleagues, subscribers, passersby. All this adds up to the image of a man who lives well and does not save on himself. Knowledge from a book or course is not visible to anyone but you, and it will manifest itself later in the quality of decisions, the depth of conversations, and the results. We unconsciously invest in what is noticeable now, and chronically underinvest in what works for us for a long time," she said.

The expert also added that the market actively uses these features of psychology. Subscriptions, express delivery, and premium services are designed so that the purchase decision is made automatically. At the same time, investments in development — books, courses, or consultations — require an informed choice and a willingness to pay for a result that will only become noticeable over time.

The specialist noted that sometimes it is useful to ask yourself a simple question before buying: is the real value being paid for or just a feeling of value at the moment? According to her, such a pause can gradually change the structure of everyday financial decisions.

Olesya Tolstukhina, a clinical psychologist at Doctor Nearby, told Izvestia on February 26 that the habit of saving and accumulating a "safety cushion" may be a consequence of the fear of shortage associated with past financial stress. According to the expert, in order to reduce anxiety and restore a sense of security, it is important to admit your fear.

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