Why You Overspend When You Know You Shouldn’t - The Science

This is for the holidays (any day really, but tis’ the season for your willpower to be tested). 

Let me paint a scenario: 

• You created a budget that you want to stick to

• You feel good for a week or two

• And then you overspend one day

• Instead of adjusting you say, “eff it!” and spend even more. 

What the heck!?  Why does this happen? 

I’ll tell you friend. 

It’s actually called the “What the hell effect” coined by diet researchers Janet Polivy and C. Peter Herman. 

Essentially it describes a cycle of indulgence, regret and then greater indulgence. 

So what happens? 

Well, your willpower is tested. And when we give in (buy more, eat more..apply to any part of life), we feel bad about ourselves. And then that leads us to try to do something to feel better. 

Ironically, we usually choose the thing that caused us to feel bad in the first place (shopping, overeating etc.)

Here’s the thing: It’s not the giving in that propels us, it’s the regret. 

So how do we break this cycle? 

Wait for it….

Give yourself compassion.  Remind yourself you are human. 

Contrary to popular belief, being easy on yourself doesn’t actually guide you to buy more.  Because you don’t feel as much as a need to feel better, you are less likely to continue to shop, eat etc. 

This is why - in my classrooms and coaching spaces, we practice compassion. You’ll hear me say often, “that’s okay, you’re human”.  I do that because I care AND…because it’s the quickest way to actually keep you on track. 

You got this friend. 

What to discover more hidden reasons your money isn’t working for you? 

SIGN UP FOR MY FREE TRAINING. 

Pssst. You’ll have an opportunity to sign up for my 10 Day Money Betty Challenge Starting January 1st. I hope to see you there. 

xoxo - Bri