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StitcherSocial media made you buy that thing. And yes, it was on purpose. Today’s episode breaks down exactly how marketing psychology manipulates you and how companies use emotion, identity, and guilt to encourage you to buy things you don’t need with money you don’t have.
It’s not bad to buy from an ad but you should be aware if you are being manipulated in any way.
Parasocial Intimacy
Among the emotional strategies marketers use, Jen highlights parasocial intimacy. This occurs when influencers share highly emotional or “vulnerable” experiences like crying on camera, discussing breakups, burnout, or financial struggles to evoke empathy, sadness, or grief, and foster a sense of personal connection. Jill notes that because this connection feels authentic, audiences are naturally drawn in and more inclined to engage or make purchases.
Authority Through Complexity
When influencers cater to a specific niche, they often come across as professional, credible, and trustworthy. However, some creators use overly complex explanations or jargon especially in finance, wellness, or entrepreneurship to confuse their audience. This confusion can build misplaced trust, creating a sense of dependence on the influencer, which can eventually lead followers to make purchases they might not have considered otherwise.
False Empowerment
If you’ve ever come across posts that tell you directly, “You deserve this” or “Invest in yourself,” it’s worth taking a closer look at the intention behind them. While these messages may feel motivating, they can also be a subtle marketing strategy designed to make you. Over time, this can blur the line between financial choices and emotional fulfillment.
Your most recent “oh no, I’m being influenced” moment
For Jen, it’s the running gears that she uses for when she’s running. While for Jill, its the iconic dermaplaning razor that has never seen the light of the day (never been used. ever.)
Bill of The Week
Thanks Julie for sharing your bill about buying a gift for fathers day for $7 – instead of $50. ** Rakuten
Thanks so Much for Listening!
Thanks so much for listening. We love love love reading your kind reviews of our book Buy What You Love Without Going Broke and we especially loved this one from:
✰✰✰✰✰
One of the best personal finance books out there!
This is a simply lovely book! I have read and listened to a TON of personal finance content, and Jill and Jen are among the best. This isn’t the book to go to for “Ten Tips To Save $20 This Week” or “The Best Mutual Fund To Retire At Age 50”. The book presents an entire philosophy of relating to money and purchases. Instead of detailed tips, they give you a whole mindset. I was frugal and “good with money” before, but this is just next level! The best thing is that you can take on their advice whether you’re brand-new to caring about money or well along the path of frugality. Could not recommend it more highly. And their podcast is amazing as well!
If you want to check out our monthly challenge community head to frugalfriendspodcast.com/club to see what challenge we have coming up next.
Keep leaving us reviews on iTunes or Stitcher, and sending the screenshot to reviews@frugalfriendspodcast.com. And don’t forget to share your favorite quote from the episode by using the hashtag #FrugalFriendsNote. 😉
