In modern society, consumption has become an integral part of life. From food and clothing to housing, electronics, and leisure, a wide variety of goods and services cater to people’s needs. However, with sophisticated marketing and the influence of social media, the concept of “necessity” is increasingly misleading. Many purchases are not truly essential but driven by advertising, social comparison, or psychological pressure—this phenomenon is known as “pseudo-necessities.” In the era of rational consumption, how can ordinary people identify and avoid pseudo-necessities? This has become an important issue for maintaining financial health and a balanced lifestyle.

1. Understanding the Psychology of Pseudo-Necessities

Pseudo-necessities often arise from psychological manipulation. Marketing strategies create a sense of scarcity, limited-time discounts, or social approval, making consumers believe certain products or services are essential. For example, new smartphones, limited-edition sneakers, or luxury cosmetics are often marketed as “must-have” items, even though they are not truly indispensable.

Social pressure is another key factor. Seeing friends or social media influencers use certain products often triggers a sense of competition, making people feel they need to follow trends. This psychological influence can lead to consumption decisions that deviate from actual needs, forming pseudo-necessities.

2. Methods to Identify Real Needs

Avoiding pseudo-necessities starts with identifying real needs. The following methods can help make more rational consumption decisions:

1. Classify Needs
   Divide consumption into “essential,” “necessary for improving quality of life,” and “non-essential desires.” Essentials include food, clothing, and housing; necessary expenditures include moderate health investments or education; non-essential desires are impulse purchases driven by advertising or social pressure. Clear categorization helps prioritize purchases.

2. Set a Cooling-Off Period
   Before making impulsive purchases, set a 24–48 hour waiting period. Delaying the decision prevents emotionally driven purchases and allows time to consider whether the item is truly necessary.

3. Budgeting and Expense Tracking
   Create a monthly budget and track expenses in detail. This helps identify repeated or non-essential spending. By analyzing data, one can clearly distinguish true necessities from pseudo-necessities.

4. Focus on Functionality and Value
   When purchasing, focus on functionality and cost-effectiveness rather than brand or appearance. True necessities serve core functions rather than carrying extra brand premiums or social symbolism.

3. Cultivating Rational Consumption Habits

Identifying pseudo-necessities is only the first step; cultivating long-term rational consumption habits is more important. Specific approaches include:

1. Reduce Advertising Influence
   Block e-commerce notifications, disable social media shopping recommendations, and limit aimless browsing to reduce the influence of marketing tactics.

2. Prioritize Experiences Over Material Goods
   Invest in experiences like travel, exercise, or hobbies rather than material items. This increases happiness while reducing pseudo-necessities.

3. Reuse and Second-Hand Markets
   Buying second-hand items, reusing products, or participating in item exchanges saves money and reduces resource waste. Many items do not need to be purchased new; evaluating their practical value is sufficient.

4. Develop Financial Awareness
   Learn basic financial skills such as saving, investing, and debt management. This allows individuals to understand and plan their consumption clearly, avoiding short-term impulses that harm long-term financial health.

4. Rational Consumption and Social Responsibility

Rational consumption is not only a reflection of personal financial health but also a foundation for societal sustainability. Reducing pseudo-necessities helps lower resource consumption and environmental pressure. When consumers shift from short-term material satisfaction to long-term value and environmental friendliness, society’s consumption culture gradually becomes more rational.

For example, choosing durable and eco-friendly products, reducing single-use items, and supporting sustainable brands not only meets personal needs but also encourages businesses to adopt sustainable practices. Rational consumption protects personal interests while fulfilling social responsibility.

In the era of rational consumption, avoiding pseudo-necessities is both a protection of personal financial health and a responsible choice for society and the environment. By understanding psychological mechanisms, identifying real needs, cultivating rational consumption habits, and considering social responsibility, individuals can remain clear-headed in a complex consumption environment. Rational consumption helps save money, brings order and fulfillment to life, and allows people to focus on true value in material pursuits.