Blog #75--Most Expensive Isn't Always Best

My grandfather died in 1971 at the age of 79. During his lifetime, he found success with the philosophy of purchasing the best quality products and then taking care of them so they would last many years. Products of all kinds were, for the most part, made by artisans who cared about the quality of their work. Paying a little more for that effort was worth it in the long run.

My how things have changed since then! Once companies discovered how many people were susceptible to false or misleading advertising and were suckers for the most expensive products, prices skyrocketed. Company mottos changed from producing the best products to making the most money possible. When companies found out how many people preferred short-term convenience over long-term preservation, planned obsolescence became common. Over time, a throw-away society emerged, and repair specialists lost their businesses.

When I took economics in high school, the laws of supply and demand were prevalent. If supplies were low and demand was high, prices went up, and vice versa. But that was back when multiple companies competed for the consumer dollar. There were even times when companies reduced prices to lure customers away from their competitors. I remember a time when gasoline went as low as 19.9 cents per gallon during a gas war.

But as the largest companies began to buy out smaller ones, the survivors stopped competing and began charging similar prices across the board. Quality went downhill as well. The general public lost its power to choose one product over another based on quality of product and/or service, and the large companies took advantage.

Now, it seems a majority of people think the most expensive products are best. Even my own mother, who helped put me through college and veterinary school, believed her doctor was better equipped to answer her medical questions than her own son because she had to pay for the service. I tried to warn her of the dangers of taking multiple drugs with serious side effects, but she preferred the pill pusher. She eventually died from ovarian cancer caused by long-term estrogen therapy she requested to alleviate symptoms of menopause.

A few years ago, when it became obvious there was a severe economic recession and many people struggled to pay their bills, one might have thought companies would lower prices to induce more buying. But the exact opposite occurred. Even most fast food companies raised their rates significantly while substituting cheaper, inferior quality foodstuffs into their menus. To me, it felt like they were trying to soak the last drop of money from their customers before they all went bankrupt and starved to death. But instead of losing customers, they simply made more and more money.

I occasionally search an auction site to find specific products at a reduced price. I am amazed at how often someone whose product doesn’t sell reintroduces it at a significantly higher price. It seems like they wish to punish a potential buyer for not accepting the lower price, but more likely they realize how susceptible some people are to products that cost the most. It wouldn’t surprise me to discover they sell their products at the higher price fairly frequently. As P.T. Barnum supposedly said, “There’s a sucker born every minute.”

Back when I had no job and no income, I decided to start my own business. I have a strong background in behavior and a desire to help others. I don’t have a degree in psychology, so I can’t call myself a counselor. Instead, I called my business “Generic Generalist.” I offered a counseling service that required a customer to pay only what he or she felt my service was worth to them. I thought this was a win-win situation for potential clients since I was under pressure to provide quality service. If I didn’t perform to their satisfaction, they received my efforts for free.

I didn’t see many customers, but I did receive a small stipend from each one who sought my services. I was later advised that people had two problems with my offerings. Some feared that I must be a poor counselor because I didn’t charge a high fee. But counselors who charge for their services get paid whether they help or not. I don’t think that is necessarily fair to the customer. At least, my way required me to give my absolute best at all times, something that is less vital to those who receive automatic payments.

Secondly, some didn’t trust themselves to give me what I was worth. They didn’t want the responsibility of deciding what to pay me. I understand their concern, but I also understand that some people will pay more than necessary simply because they are happy with the results and are feeling generous. I felt things would balance out in the long run, but a lack of customers prevented me from finding out, one way or the other.

My approach can’t work at this time either, but it might have been ideal during my grandfather’s life. Back then, a higher percentage of the population was accustomed to taking personal responsibility for their lives. After all, they had no choice if they wanted to survive.

Regardless of the times in which we live, making our own decisions based on rational thought and long-term needs over short-term wants has value. Seeing through all the advertising and marketing gimmicks that can fool us if we’re not paying attention gives us the power to create more of a balance between ourselves and the companies producing the products we need. Our survival and our sense of freedom are enhanced in the process.

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