You’re probably familiar with the idea of impulse buying—when you’re out shopping, you see something you hadn’t planned to buy, but it catches your eye, and without much thought, you purchase it. That’s an obvious example. However, there are other instances where you think you’re making a well-considered purchase, but in reality, it’s still an impulse buy. Let me explain how this happens.
You’re constantly being influenced by advertising. Whether we call it persuasion, manipulation, or brainwashing, the effect is the same: you’re being nudged into buying things you don’t really need. But how can you tell when this manipulation is at play? Let’s break it down.
Think about when a new product piques your interest. Maybe you saw an ad or a review by a tech YouTuber, and suddenly, you’re hooked. You start watching review after review, and before you know it, that product becomes increasingly important in your mind.
That is how the brain works—the more you think about something, the more significant it feels. Eventually, you convince yourself that you need it, even if you really don’t.
Take, for example, the release of a new iPhone. Let’s say the iPhone 16 comes out with a new feature like “Apple Intelligence”. You might already have a perfectly functional phone, but because the new feature seems unique, you justify buying the new model. However, you could get similar or even better functionality from other apps, like ChatGPT or Google Photos, which might already exist on your current phone. So, do you really need the iPhone 16? Probably not.
Now, here’s where it gets tricky. You start watching reviews about the iPhone 16 or whatever product you’re interested in. You may think you’re being smart by researching it extensively, but what’s really happening is that these repeated exposures are manipulating you. You end up convincing yourself that buying the product was your decision, when in reality, you’ve been influenced all along.
A Personal Example
I was once interested in the DJI Osmo Pocket 3 camera. I watched review after review, and the more I watched, the more I convinced myself I needed it. But at some point, I stopped watching those videos, realizing I didn’t actually have a real need for the camera. Now, I don’t even think about it, and my life hasn’t changed one bit—I’m still able to vlog and create content with the gear I already have. That proves I never really needed the camera in the first place. Had I bought it, it would’ve been because I was manipulated into thinking I needed it.
It’s also important to recognize that many of these YouTubers, especially those reviewing tech, are sponsored by the companies whose products they review. For example, I noticed a particular camera reviewer consistently making videos on DJI products—whether it’s the Osmo Action, the DJI drones, or other gear. The videos are high-quality and pleasant to watch, but the content often repeats itself, only slightly shifting the focus each time.
This is likely not just a personal passion for DJI products; there’s a high chance DJI is paying her to keep producing this content to keep viewers, like you and me, hooked. By creating an ongoing flow of visually engaging content, the company ensures that even if you’re not ready to buy the first time you watch, you’ll eventually feel compelled to make a purchase after enough exposure.
And it’s not just about watching reviews or reading about products—browsing shopping apps like Amazon can have the same effect. Constant notifications and product recommendations are designed to keep you looking at the product, triggering the same manipulative cycle and increasing the likelihood of purchasing. These apps are crafted to keep you hooked.
This kind of hidden manipulation is just as much an impulse purchase as grabbing something off a store shelf without thinking.
What You Can Do
Now that you understand how this works, here’s what you can do: the next time you’re tempted by a product, ask yourself if you truly need it. If it’s something essential, the need will remind you.
If you genuinely require that product, not having it will create a gap in your life. But if your life continues unchanged without it, then it’s not a real need.
Don’t let yourself fall into the trap of watching review after review for something you don’t actually need. Understand that these reviews are not neutral—they are designed to manipulate you. Yes, they offer useful information, but they are also crafted to make you want the product. The more reviews you consume, the more likely you are to buy, even if it’s not in your best interest.
By recognizing this process, you’ll save yourself a lot of money—and avoid regret later.