My friend and professional associate, David Krueger, MD, offers some great advice for how to spend less by outsmarting your brain in his book The Secret Language of Money.

Here are a couple of David’s suggestions:

Don’t be special. Special offers or other indications that you are in a select group — an inner circle of consideration— will make you buy more than you need. Special, exclusive, unique offers induce a desire to respond with gratitude and with purchase. Be suspicious of special offers.

Shop alone. The social contagion of shopping with friends induces a relaxation of usual constraints, as well as the desire to impress friends with purchase.

Consider the actual product and what you will do with it if purchased. Disregard the brand, the esteem of ownership, and how you will be perceived as its owner. Marketing produces desires we didn’t know we had.

To read all of David’s suggestions, go to Even better, buy his book,

May 3rd, 2010 by Karen McCall