Buying new things feels good. It gives your brain positive signals, just like getting likes does. Behavioral scientist Rona van der Dussen from the Behavior Change Group explains how your algorithm makes this even more tempting: “The more often you see something, the more positively you start to feel about it." Influencers also play a role, she says: “You start thinking: 'I’d like to be like them'. And that makes owning what they have feel appealing too.”
"}},{"componentType":"paragraph","title":"Buy now, pay later delays the negative feeling","richBody":{"value":"Sometimes payday still feels far away, but you really need that new pair of shoes. In moments like these, buy now, pay later can seem like the perfect solution. This payment method slightly tricks your brain. Rona explains that when you pay for clothes immediately, your brain experiences a kind of pain signal, which is partly balanced out by the pleasure of buying something new. When you choose to pay later, that pain signal disappears, and the purchase can feel free.
"}},{"componentType":"paragraph","title":"How do you resist temptation?","richBody":{"value":"Buy now, pay later is fast and easy, but it can lead to extra costs and stress. That’s why it helps to ask yourself these three questions first:
If you do find yourself in a situation were paying later really can’t be avoided, Rona suggests: “Make an if-then plan. For example: If I’ve tried on my new clothes, then I immediately pay the bill." This helps prevent unnecessary costs.
"}}]},"legalZone":{"flexComponents":[{"componentType":"paragraph","richBody":{"value":"This question is part of the content series Your money, your choice. You can find the episode about Buy Now, Pay Later here.
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