3 ways to control your spending in 2014

Science has thrown up some fascinating facts about how the brain operates when we're in consumer mode, and the processes at work when people over-spend. 

Apply some science to control your spending

There are three main factors at work - and to watch out for - if you want to keep spending under control in 2014:

1. Biological Factors: Don’t go shopping if you’re hungry, pre-menstrual or have just emptied your bladder.

You may not realise that your physiology is affecting your behaviour. But when you're hungry you will buy more food and make higher calorific choices at the supermarket. When in an anxious state you will be more likely to impulse-buy. That's because the physical state of high arousal leads to a depletion of the resources that govern self-control. And fluctuations in activity in the brain’s orbitofrontal cortex during the menstrual cycle will make you more likely to go on a spending spree when premenstrual. And more rational and controlled post-ovulation. Even an empty bladder affects your brain’s control mechanisms. Science has shown you’ll be more likely to (sorry) splash out if you’ve just spent a penny. So pay attention to your body before hitting the shops, it may be telling you to hold fire.

Try timing shopping trips with your menstrual cycle and avoid the pre-menstrual phase

2. Emotional factors: Don’t shop if you’ve just had a row, a stressful day or been dumped by your boyfriend.

People experience a range of emotions (anger, fear, sadness) in their daily lives and engage in all sorts of behavioural responses to keep them in check.  Some women find shopping gives them an emotional outlet, the way that alcohol or drugs can do for others. It distracts them from negative feelings and provides comfort in the form of a treat or reward. In fact studies of compulsive buying have shown that its prime function is to repair mood. So spot when emotions are running high and find an alternative way of releasing them. Find  distraction through exercise or relaxation, or seek social support by spending time with friends. Concentration, whether on gardening, painting or rock-climbing, is also a good way to absorb negative emotions. And the Do Something Different approach to behavioural change could help see you through the tough times because it's all about about breaking habits and increasing behavioural flexibility.

Buyer's remorse is like a shopping hangover

3. Cognitive factors: Don’t go shopping with low self-esteem and an “I deserve it attitude”.

Impulse purchases can trigger a lot of self-justification in the consumer, to assuage the guilt of over-spending. Their thoughts echo with the messages that have been implanted by constant brain-washing and bombarding marketing campaigns. Thoughts such as “Why shouldn’t I have it?” “I work hard I deserve it” “My friends will love me for it” and so on. Self-talk can also shift the focus onto the wrong things, “I’m saving £100 by buying this in the sale” (instead of, “I’m spending £200 I don’t have") or even "I'll show him!" Some cognitive reframing can help here. Relabel your credit card your debt card. Silently answer the ad-men back. Recall when you last had buyer’s remorse and tell yourself how you’ll feel tomorrow. And find ways to boost your self-esteem so that you can resist the constant bombardment of persuasive messages. 
Few people greet a large credit card bill with the words, “Because I’m worth it”.

“Now what…?”

Simonne on how to make sure your future's a dream ...not a nightmare.

We love hearing about how Sheconomics changes lives. An inspiring review on Amazon recently told how it transformed one business woman's life. She cleared her debts and felt huge excitement about being back in control financially. 

Often clients are in crisis when they call up Simonne at Wise Monkey. She helps them plan their ‘debt free day’ and says it’s positively exhilarating when that day arrives and they suddenly look out at the expansive horizon and new possibilities.

But then, frequently, the next question is where do I go from here?

A little financial planning could help you achieve your big dream.

In answer to this question, Simonne has three suggestions:

Step 1) Build a contingency fund
When money is no longer going into debt repayments it can be all too tempting to rush out and spend it. Start to build an emergency reserve now so you don't plunge back into debt. Enough to live off for three months is ideal, saved somewhere accessible (e.g. in a cash ISA).

Build this fund by arranging a monthly direct debit to go out soon after you get paid.Then the money is automatically saved each month, before you can get your hands on it and spend it.

Step 2) Take a long view
Next look to that horizon and see how your financial future looks.

If you have an employee’s pension scheme review it regularly, especially the contribution rate. Sometimes the employer will match contributions up to a maximum limit. Simonne found that clients who were paying 1% of their salary into a pension pot, and the employer likewise, could get matched funding up to 8%. So by finding that extra 7% (as little as 4.2% after tax for higher rate taxpayers), they could be putting 14% more into their future.

In fact Simonne found one client for whom an extra £60 per month would result in having £238 per month invested (counting in the added contributions from her employer and top-ups from tax/national insurance savings)! Fortunately all companies are being forced to pay into pension schemes for their staff over the next few years through auto-enrolment. So check this out if you’re eligible.

Some people reduce their contributions during an expensive period in life, like buying a house or having a baby, then simply forget to increase them again.

And self-employed people, under the current rules, have to finance more of their future for themselves. Many of the self-employed hope their business will be their pension, but that can be risky. Starting to make small amounts of savings, with the power of compound interest, can make a big difference.

Simonne says it’s all about having a strategy and not necessarily at any extra cost. With some careful strategic planning now you can make a massive difference to your financial future.

Step 3) Mind the gap

Most people's financial strategy is to drift along, put a bit of money aside when they can and hope for the best. But doing some simple maths could take your future planning a step further: 

A = Assess where you’ll be a a future date. Maybe the mortgage will be paid off and the kids might even be off your hands? Work out how much income you'll need per month in today’s terms.
B = Then simply check out what state pension you'll get, and any company pension. And add in any other income, or circumstances, such as a property downgrade for instance.
Calculate A – B and you've got your shortfall

Once you know your shortfall online pension calculators show you what you would need to be saving to generate enough to provide the income you identified at A.

Pensions are boring and the future's a long way off, right? 

If that's how you feel, think of it instead as a gift to your future self. 

‘Know tomorrow comes’ is the 7^th Law of Sheconomics. That needn’t be all doom and gloom. See it as a gift to the woman you’ll be in 10, 20,30 years time. Look after her, make sure she’s ok, and she’ll be immensely grateful to you. The steps you take now could dramatically effect whether her life is a dream .... or a nightmare.

What can be more exciting than knowing the dream life you want in the future ... and planning how to get there?

THE BEST THINGS COME TO THOSE WHO ANTICIPATE

Here's a quote I came across recently by the managing director of Harrods, Michael Ward, who apparently said:

“What luxury is about is having the most beautiful experience,

 that’s what people love.”

Is luxury just a beautiful experience - or more than that?

Do you agree? I think he’s only partly right. Because experiences, however beautiful, are also often fleeting, transient, gone in an instant.

Real luxury, I would argue, is about anticipating the most beautiful experience.

That’s because brain research now tells us that pleasure isn’t just experiential. It’s anticipatory. We know our brains have pleasure detectors. When we acquire an object of desire, or see a lover’s smile or taste a wonderful champagne, a rush of happy chemicals go sloshing through the brain.

But those happy chemicals also get released when we anticipate something we love. In fact we get a bigger rush from anticipating than we do from experiencing.

Scientists from the University Medical Centre in Hamburg recently conducted tests that measure brain activity and found that our brains experience more pleasure when we are working towards something than when we actually achieve it.
(So that's why makers of designer handbags create waiting lists)

That’s why luxury in the form of real quality brings lasting satisfaction, it’s why craftsmanship persists and why bling will only ever bring transient satisfaction, to the producer and to the consumer.

Science has proved that it’s anticipation that makes us happy, that long-termism always trumps short-termism and that a delayed reward brings more pleasure than an instant reward.

Interestingly the scientists found also discovered that regular hints about the upcoming reward can boost our feelings of pleasure, when people in the lab were reminded of something that was worth waiting for the pleasure centres in their brains lit up.

So if you have a special bottle of GH Mumm champagne tucked away for a special occasion, having a quick peek at it on regular occasions will be sure to boost your happiness levels.

Dreaming about future pleasures can bring more happiness than experiencing them. 

Think about holidays too. We’re all supposed to love holidays.  Do you like planning a holiday, looking at images of tropical beaches, beautiful sunsets, sumptuous hotels, imagining a place where the sun always shines and you’ve left all your worries behind in Heathrow’s departure lounge? 

Well researchers in the Netherlands recently showed that we get a larger boost in happiness from planning a holiday than we do from the holiday itself. They studied the happiness levels of over 1000 Dutch adults and found that happiness levels were highest when people were planning their holiday.

In fact they argue that if you really want holidays to make you happier you shouldn’t just have one long one, you should have lots of shorter ones so you maximise the time spent in anticipation.

Intuitively we all know this and evolutionary psychology accounts for why we’re drawn to products that embody this waiting process, that stand for timelessless and are characterised by tradition and craftsmanship.

Ironically though nowadays we are rarely encouraged to wait. We live in an immediate gratification society, instant messaging, fast food, ready credit and computer games where you can kill your enemies at the touch of a button.

Are we all going to lose the ability to delay our pleasures? During boom times that is always a risk but during a recession different types of processes operate. That’s when delayed gratification comes to the fore.

  

Because psychological research shows being able to delay gratification is a sign of higher cognitive ability, one that’s more recently evolved. A sign of maturity that’s even linked to quality of life.

Resisting temptation is hard if you like immediate gratification. 

You may have heard of the famous marshmallow test that an American psychologist called Walter Mischel carried out on children in the 1960’s. Mischel offered young children, around 3 and 4 years of age, a marshmallow. He put it in front of them and said they could eat it now OR if they could wait while he stepped out for a few minutes when he came back they could have two marshmallows.

Most children couldn’t wait. They either ate it as soon as he was out of the room or sat and squirmed for a while and then caved in and ate it. Some covered their eyes with their hands or turned their back on the marshmallow so that they can’t see it.

One girl stroked the marshmallow lovingly; another boy looked carefully around the room to make sure that nobody could see him then picked it up sucked it and put it back!

Some children managed to wait 15 minutes.

But about 30% of the children wrestled with temptation but stuck it out for a full fifteen minutes. They were ones who could delay gratification in return for a second marshmallow. Years later the experimenters followed up the children to adulthood.

The ones who could wait did better at school, were more successful in their careers and in their relationships.

The instant gratifiers, the ones who couldn’t wait, on the other hand were more likely to have behavioural problems at school, or problems at home.

The moral of this story is that waiting is a higher-cognitive skill, a sign of maturity and those who can delay gratification have a better quality of life.

Delayed and immediate gratification originate in different parts of the human brain.

More recently brain researchers have found the key to the link between delayed gratification and intelligence. Different parts of the brain get activated by immediate and delayed rewards.

The need for immediate reward is driven by the more primitive part of the brain – the part that might impel the purchaser towards quick fixes, impulse buys, bling and disposable luxury.

But when people choose longer term options they use the frontal-parietal part of the brain, that is situated in the more recently evolved pre-frontal cortex - the part that differentiates us from animals and from our ancestors – it gives us the ability to reason, to plan ahead and exercise self-control.

So delayed gratification and the ethic of the craftsman overlap and reinforce each other in that both require a certain construction of the future, a certain ideal of stability and longevity.

That’s why brands that are associated with longevity, with craftsmanship and tradition, will continue to have lasting appeal whatever the economic climate but especially when people want every penny they spend to have value.

So Michael Ward was only partly right when he said that luxury is having a beautiful experience, it’s more than that.

The best things come to those who anticipate….

 This is the talk I gave to the G.H. Mumm Perrier-Jouet Champagne Assembly on 27th January.

PS When researching this article I discovered there's even a magazine called Delayed Gratification. I thought it might be found right on the top shelf of the newsagents, or only published every other year, but it seems it's out quarterly and rather sensibly measures news in months not minutes. Like all good things in life it says it is beautiful, collectable and designed to be treasured.http://www.dgquarterly.com/

The Girl with her Head in the Sand

Imagine this. 

You meet the love of your life and spend 30 blissful years together. He's a writer and has a few novels tucked in his desk drawer; he jokes that one day they’ll pay for your dream home in the country.

You are partners in every sense of the word, with a shared language and often research his books together. But you never get round to marrying.

Then at the age of just 50 he drops down dead. Suddenly his (previously estranged) family appear to claim their entitlement to half of the apartment in which you live. When your lover’s books are published posthumously, earning millions, it’s his family who are the legal heirs to the fortune. You don’t even figure in the picture.

This is what happened to Eva Gabrielsson the woman who was the life partner of Stieg Larsson, author of books including The Girl with The Dragon Tattoo and a global sensation. Eva is currently fighting a legal battle for control of Larsson’s literary estate and campaigning for a change in Swedish law.*

Although Eva describes herself as a feminist, like many women she left the financial affairs to her partner. Sadly Stieg didn’t set up a company to manage their joint assets, as he’d promised. And Eva didn’t find that out until it was too late.

Eva wasn’t unusual in failing to secure her own financial future and being a bit ignorant about their joint finances and her rights.  

In fact, as many as nine out of ten women in relationships prefer the ostrich position and don’t get involved in financial planning.

Yet women have a 70% chance of becoming solely responsible for their own financial well-being

 (through divorce, death of partner etc.)

Is this you?

• Are you ignorant about your joint finances?
• Do you just assume ‘things will be taken care of’ in the event of death or disaster?
• If you are an unmarried co-habitee, do you know what your inheritance rights are?
• If you got divorced (in most divorces women come off worse than men) how would you manage? And do you know what pension rights would be?
• Are you spending your money on your children instead of on your own future? (we’ve heard of women cashing in their pensions to help their off-spring to buy a home). 
• Is it time to do something different and put yourself first?

We hope you never have to wait for disaster to strike before the state of your finances is revealed as inadequate. 

In Sheconomics we give lots of tips on how to innoculate your finances against future adversity. 

Best to do it now -  then you can get on with enjoying your life!

*Eva has written a book about her campaign: Stieg and me: Memories of my life with Stieg Larsson (Orion £12.99).

Note to self: Make a list

Are you a list-lover? 

My life seems to be organised around a scattering of post-it notes reminding me of what I have to do, get or even think about. 

I love the sense of control that writing a list gives me. And the euphoria of sheer smugness I feel every time I tick something off.

So I was intrigued to read that writing a shopping list can save me £520 per year. Of course that assumes I take the list to the supermarket with me (or slavishly follow it when placing my online grocery order) and make a concerted effort not to go ‘off-list’ when tempting offers pop up on my radar.

The £520 a year saving statistic comes from the Tesco Greener Living campaign website. It shows you how much money you can save by going greener, including:

• An estimated £365 a year if your home is well insulated
• £30 a year if you remember NOT to leave appliances on stand-by
• £55 a year if you turn your heating thermostst down by just 1degree C
• £200 from recycling your old mobile phone with Tesco 

Have a go at Tesco’s online quiz and test your own green money-saving credentials. 

Or at least put it on your list as something you should get round to.

P.S. Making a list is just one way to help you keep to a budget. If you need more tips download our Tip Sheet "How to Curb the Urge to Splurge" here.

Women get a grip on money in 2010, while men get ahead

The recession has certainly made us focus more on money management, but whereas women hope to get a better a grip on their finances in 2010, men are set on making as much as they can.

Men and women differ in their financial resolutions, according to our recent research. Men will be focusing on maximising income, with almost three quarters of them concentrating on making more money in 2010.

Although roughly half the women said making money was a priority for 2010, many more of them said taking charge of their finances was their uppermost goal for the coming year. Our survey revealed:

Women’s top 3 money resolutions for 2010:

1. Take charge of my finances more (66%)

2. Get better value for money (63%)

3. Plan my financial future (62%)

Men’s top 3 money resolutions for 2010:

1. Plan how to make more money (73%)

2. Plan my financial future (70%)

3. Get better value for money (70%)

The fact that more women want to get a grip on their finances is great news. But making money shouldn't only be a male domain, so why not unleash your inner entrepreneur in twenty ten?