{"id":358515,"date":"2026-07-30T14:28:30","date_gmt":"2026-07-30T14:28:30","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/finance\/if-youre-not-thinking-about-full-price-its-holding-you-back\/"},"modified":"2026-07-30T14:28:30","modified_gmt":"2026-07-30T14:28:30","slug":"if-youre-not-thinking-about-full-price-its-holding-you-back","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=358515","title":{"rendered":"If You&#8217;re Not Thinking About &#8220;Full Price,&#8221; It&#8217;s Holding You Back."},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<div class=\"wp-block-group\">\n<div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<p><em>Don\u2019t miss an episode of our podcast,\u00a0<strong>Personal Finance for Long-Term Investors<\/strong>. Available on all podcast players. <\/em><\/p>\n<p>Here\u2019s the latest episode: <\/p>\n<p><iframe allow=\"autoplay *; encrypted-media *; fullscreen *; clipboard-write\" frameborder=\"0\" height=\"175\" style=\"width:100%;max-width:660px;overflow:hidden;border-radius:10px;\" sandbox=\"allow-forms allow-popups allow-same-origin allow-scripts allow-storage-access-by-user-activation allow-top-navigation-by-user-activation\" src=\"https:\/\/embed.podcasts.apple.com\/us\/podcast\/what-youre-missing-on-your-investment-statements-e146\/id1553180943?i=1000777821579\"><\/iframe><\/p>\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n<\/div>\n<\/div>\n<p>We\u2019ve all spent money in dumb ways. <strong>But why? <\/strong><\/p>\n<p><strong><em>\u201cYou just didn\u2019t think through your purchase.\u201d<\/em><\/strong><\/p>\n<p>Right. Thanks. I get that.   <\/p>\n<p>\u2026but what do I learn for next time? That I should\u2026think more?<\/p>\n<p>I want to provide a better answer. So I dug into it. <\/p>\n<p><iframe allow=\"autoplay *; encrypted-media *; fullscreen *; clipboard-write\" frameborder=\"0\" height=\"175\" style=\"width:100%;max-width:660px;overflow:hidden;border-radius:10px;\" sandbox=\"allow-forms allow-popups allow-same-origin allow-scripts allow-storage-access-by-user-activation allow-top-navigation-by-user-activation\" src=\"https:\/\/embed.podcasts.apple.com\/us\/podcast\/the-%2411-000-moment-that-changed-his-career-jesse-cramer\/id1793815795?i=1000777184492\"><\/iframe><\/p>\n<p>I recently appeared on Chris Hill\u2019s <em><a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/the-%2411-000-moment-that-changed-his-career-jesse-cramer\/id1793815795?i=1000777184492\">Money Unplugged<\/a><\/em> podcast, and I shared my story about purchasing a hot tub. The story, in short\u2026<\/p>\n<ul class=\"wp-block-list\">\n<li>In 2017, I went on an awesome trip with close friends. We went to a snowy house in the mountains. The house had a hot tub that acted as the social mecca for the weekend. <\/li>\n<li>I returned from the mountains to suburban Rochester and concluded, <em>\u201cI need a hot tub.\u201d<\/em><\/li>\n<li>I followed through\u2026<span style=\"box-sizing: border-box; margin: 0px; padding: 0px;\">\u00a0spent\u00a0<em>way<\/em>\u00a0too much..<\/span>.\u00a0and regretted the purchase quite quickly. <\/li>\n<\/ul>\n<p>I needed better answers.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/bestinterest.blog\/wp-content\/uploads\/2026\/07\/image-4-1024x683.png\" alt=\"\" class=\"wp-image-65317\" style=\"aspect-ratio:1.5000307995564863;width:390px;height:auto\" srcset=\"https:\/\/bestinterest.blog\/wp-content\/uploads\/2026\/07\/image-4-1024x683.png 1024w, https:\/\/bestinterest.blog\/wp-content\/uploads\/2026\/07\/image-4-300x200.png 300w, https:\/\/bestinterest.blog\/wp-content\/uploads\/2026\/07\/image-4-768x512.png 768w, https:\/\/bestinterest.blog\/wp-content\/uploads\/2026\/07\/image-4-930x620.png 930w, https:\/\/bestinterest.blog\/wp-content\/uploads\/2026\/07\/image-4.png 1500w\" sizes=\"(max-width: 1024px) 100vw, 1024px\"\/><\/figure>\n<\/div>\n<p><em>Why did I regret it?<\/em><\/p>\n<p><em>Where did my failure occur?<\/em><\/p>\n<p><em>What didn\u2019t I think through that purchase?<\/em><\/p>\n<p>I needed to understand the faulty mental models that lead normal people to make regrettable purchases.<\/p>\n<h2 class=\"wp-block-heading\">The \u201cFull Price\u201d of a Product<\/h2>\n<p>It\u2019s important we start with the <strong>\u201cfull price\u201d<\/strong> of a product.<\/p>\n<p>One of economist Gary Becker\u2019s lasting ideas is that the \u201cfull price\u201d for anything combines the <strong>direct monetary price<\/strong> and the indirect <strong>opportunity cost<\/strong> of the time required to consume it or produce it.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/bestinterest.blog\/wp-content\/uploads\/2026\/07\/image-5-1024x576.png\" alt=\"\" class=\"wp-image-65318\" style=\"aspect-ratio:1.7783904184619879;width:491px;height:auto\" srcset=\"https:\/\/bestinterest.blog\/wp-content\/uploads\/2026\/07\/image-5-1024x576.png 1024w, https:\/\/bestinterest.blog\/wp-content\/uploads\/2026\/07\/image-5-300x169.png 300w, https:\/\/bestinterest.blog\/wp-content\/uploads\/2026\/07\/image-5-768x432.png 768w, https:\/\/bestinterest.blog\/wp-content\/uploads\/2026\/07\/image-5.png 1380w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\"\/><figcaption class=\"wp-element-caption\">That\u2019s economics?<\/figcaption><\/figure>\n<\/div>\n<p>In the business world, they call this \u201casset utilization.\u201d It\u2019s not just about how much that new assembly line costs. It\u2019s about how efficiently the company uses it going forward.<\/p>\n<p>A new tennis racket might cost $200. But that racket only has value if you <em>then<\/em> use your time to play tennis.<\/p>\n<p>I wasn\u2019t just buying an $11,000 hot tub. I was pre-allocating my future time. The <strong>full price<\/strong> of my hot tub involved hours and hours of sitting in it. Which, of course, is the point of owning a hot tub.<\/p>\n<p>But if you spend those hours in the hot tub, you\u2019re not writing blog posts or recording podcasts or working with clients. You\u2019re not doing chores around the house. You\u2019re not putting the kids to bed. You\u2019re eliminating other opportunities.<\/p>\n<p>When I bought that hot tub, I wasn\u2019t thinking about <strong>full price<\/strong>. I was only thinking about sticker price. I bet most people are similar in many of their purchases. <\/p>\n<h2 class=\"wp-block-heading\">The Diderot Effect and Maintenance Burden<\/h2>\n<p>The hot tub required a new, concrete pad to sit on. I built one. Then I had to run special electricity to it for extra power. It needed chemicals and water testing strips and weekly maintenance. <\/p>\n<p>The <strong>Diderot effect<\/strong> describes where buying one item triggers a chain reaction of further (sometimes unnecessary) purchases.<\/p>\n<p>Yes, the Diderot effect exists for daily items. Your new, sleek smartphone \u201cneeds\u201d an equally protectice and attractive case. But the Diderot effect <em>really<\/em> kicks in for big-ticket items.<\/p>\n<p>One of our friends recently bought a nice boat. Which means\u2026<\/p>\n<ul class=\"wp-block-list\">\n<li>They need a boat trailer<\/li>\n<li>And a tow package\/hitch on their truck<\/li>\n<li>They need a marina slip during summer and dry storage during winter<\/li>\n<li>Lots of maintenance. <\/li>\n<li>\u2026and safety gear. <\/li>\n<li>\u2026and gizmos, and gadgets, and toys.<\/li>\n<li>Annual insurance, too.<\/li>\n<li>And don\u2019t forget the new nautical wardrobe. After all \u2013 what\u2019s worse than cruising up to a flotilla wearing a bunch of <em>land<\/em> gear? <\/li>\n<\/ul>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"480\" src=\"https:\/\/bestinterest.blog\/wp-content\/uploads\/2026\/07\/image-6-1024x480.png\" alt=\"\" class=\"wp-image-65321\" style=\"aspect-ratio:2.131888815933465;width:539px;height:auto\" srcset=\"https:\/\/bestinterest.blog\/wp-content\/uploads\/2026\/07\/image-6-1024x480.png 1024w, https:\/\/bestinterest.blog\/wp-content\/uploads\/2026\/07\/image-6-300x141.png 300w, https:\/\/bestinterest.blog\/wp-content\/uploads\/2026\/07\/image-6-768x360.png 768w, https:\/\/bestinterest.blog\/wp-content\/uploads\/2026\/07\/image-6-1536x721.png 1536w, https:\/\/bestinterest.blog\/wp-content\/uploads\/2026\/07\/image-6.png 1908w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\"\/><\/figure>\n<\/div>\n<p>The Diderot effect means that a boat is not \u201cjust\u201d a boat.<\/p>\n<h2 class=\"wp-block-heading\">Life Energy<\/h2>\n<p><strong>\u201cLife energy\u201d<\/strong> belongs here too. Vicki Robin and Joe Dominguez created the \u201clife energy\u201d idea in their seminal book, <a href=\"https:\/\/amzn.to\/4fRp0ql\"><strong>Your Money or Your Life. <\/strong><\/a><\/p>\n<p>Life energy is <em>\u201cyour finite allotment of time and physical or mental vitality on Earth.\u201d <\/em><\/p>\n<p>How will you spend it? <\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/bestinterest.blog\/wp-content\/uploads\/2026\/07\/image-7-1024x576.png\" alt=\"\" class=\"wp-image-65322\" style=\"aspect-ratio:1.7778061690089433;width:589px;height:auto\" srcset=\"https:\/\/bestinterest.blog\/wp-content\/uploads\/2026\/07\/image-7-1024x576.png 1024w, https:\/\/bestinterest.blog\/wp-content\/uploads\/2026\/07\/image-7-300x169.png 300w, https:\/\/bestinterest.blog\/wp-content\/uploads\/2026\/07\/image-7-768x432.png 768w, https:\/\/bestinterest.blog\/wp-content\/uploads\/2026\/07\/image-7-1536x864.png 1536w, https:\/\/bestinterest.blog\/wp-content\/uploads\/2026\/07\/image-7-scaled.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\"\/><\/figure>\n<\/div>\n<p>Please \u2013 do <strong>not<\/strong> think that spending your life energy is bad. Quite the contrary! Your life energy is being spent \u2013 day by day \u2013 whether you like it or not! <\/p>\n<p>The point is that we must be <strong>deliberate<\/strong> with how we spend that life energy. We need to <strong>choose<\/strong>. And sometimes those choices are hard. There are many forces in this world who\u2019d love to persuade (or coerce) you toward alternative ways to spend your life energy. <\/p>\n<p>Will you listen to them? Will you be coerced? <\/p>\n<p>There\u2019s nothing wrong with spending your life energy sitting in a hot tub. But you must accept that <strong>finite<\/strong> life energy has now been spent. <\/p>\n<p>Part of Gary Becker\u2019s \u201cfull price\u201d idea is that today\u2019s purchases pre-commit future life energy to the purchase. What good is buying that boat unless you spend future life energy on it?<\/p>\n<h2 class=\"wp-block-heading\">Sunk Costs in Modern Life<\/h2>\n<p>Today\u2019s ideas explain the double-edged nature of abundant life.<\/p>\n<p>People get more money. We\u2019re inundated with infinite ways of spending that money. But our time remains finite, single-use only.<\/p>\n<p>When an object requires your ongoing time to be worth owning, your life energy to it, <em>indefinitely<\/em>. Otherwise, the object becomes dead weight (and a source of guilt).<\/p>\n<p>Every round of golf you play means less time to train for the half-marathon. <\/p>\n<p>Every Netflix binge means less time to work through the beautiful cookbook.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"867\" height=\"1300\" src=\"https:\/\/bestinterest.blog\/wp-content\/uploads\/2026\/07\/pexels-photo-5446785.jpeg\" alt=\"a person baking at the table\" class=\"wp-image-65324\" style=\"aspect-ratio:0.6669177153655498;width:183px;height:auto\" srcset=\"https:\/\/bestinterest.blog\/wp-content\/uploads\/2026\/07\/pexels-photo-5446785.jpeg 867w, https:\/\/bestinterest.blog\/wp-content\/uploads\/2026\/07\/pexels-photo-5446785-200x300.jpeg 200w, https:\/\/bestinterest.blog\/wp-content\/uploads\/2026\/07\/pexels-photo-5446785-683x1024.jpeg 683w, https:\/\/bestinterest.blog\/wp-content\/uploads\/2026\/07\/pexels-photo-5446785-768x1152.jpeg 768w\" sizes=\"auto, (max-width: 867px) 100vw, 867px\"\/><\/figure>\n<\/div>\n<p>Every choice you make has a full price. Whether you\u2019re aware of it or not. <\/p>\n<p>Money is renewable. Time is not.<\/p>\n<p>We <strong>cannot<\/strong> simply ask, \u201ccan I afford it?\u201d<\/p>\n<p>We must instead ask, \u201cwill I build the <em><strong>time<\/strong><\/em> into my life to use this?\u201d <\/p>\n<p>Thank you for reading! Here are three quick notes for you: <\/p>\n<p><strong>First<\/strong> \u2013 If you enjoyed this article, join 1000\u2019s of subscribers who read Jesse\u2019s free weekly email, where he send you links to the smartest financial content I find online every week. 100% free, unsubscribe anytime.<\/p>\n<p><strong>Second<\/strong> \u2013 Jesse\u2019s podcast <em><strong><a href=\"https:\/\/bestinterest.blog\/personal-finance-for-long-term-investors\/\">\u201cPersonal Finance for Long-Term Investors\u201d<\/a><\/strong><\/em> has grown ~10x over the past couple years, now helping ~10,000 people per month. <strong><a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/the-best-interest-personal-finance-for-long-term-investors\/id1553180943\">Tune in and check it out.<\/a>   <\/strong><\/p>\n<p><strong>Last<\/strong> \u2013 Jesse works full-time for a fiduciary wealth management firm in Upstate NY. Jesse and his colleagues help families solve the expensive problems he writes and podcasts about. <a href=\"https:\/\/bestinterest.blog\/work\/\"><strong>Schedule a free call with Jesse<\/strong><\/a> to see if you\u2019re a good fit for his practice. <\/p>\n<p>We\u2019ll talk to you soon! <\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Don\u2019t miss an episode of our podcast,\u00a0Personal Finance for Long-Term Investors. Available on all podcast players. Here\u2019s the latest episode: We\u2019ve all spent money in dumb ways. But why? \u201cYou just didn\u2019t think through your purchase.\u201d Right. Thanks. I get that. \u2026but what do I learn for next time? That I should\u2026think more? I want [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":358516,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[93],"tags":[247,2449,1924,5594,6769],"dealstore":[],"offerexpiration":[],"class_list":["post-358515","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-finance","tag-full","tag-holding","tag-price","tag-thinking","tag-youre"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>If You&#039;re Not Thinking About &quot;Full Price,&quot; It&#039;s Holding You Back. - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=358515\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"If You&#039;re Not Thinking About &quot;Full Price,&quot; It&#039;s Holding You Back. - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Don\u2019t miss an episode of our podcast,\u00a0Personal Finance for Long-Term Investors. Available on all podcast players. Here\u2019s the latest episode: We\u2019ve all spent money in dumb ways. But why? \u201cYou just didn\u2019t think through your purchase.\u201d Right. Thanks. I get that. \u2026but what do I learn for next time? That I should\u2026think more? 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