Aspirational Purchases

Ed. note: This post is by Will Meyerhofer, a former Sullivan & Cromwell attorney turned psychotherapist. He holds degrees from Harvard, NYU Law, and The Hunter College School of Social Work, and he blogs at The People’s Therapist. His new book, Way Worse Than Being A Dentist, is available on Amazon, as is his previous book, Life is a Brief Opportunity for Joy (affiliate links).

At Barnes & Noble, where I once worked as a marketing exec, we bandied about the phrase “aspirational purchase” to portray a small, but profitable segment of our sales.

Aspirational purchase meant you bought the book not because you were going to read it, but because you aspired to read it. You might even convince yourself you were going to — but in all likelihood, it would serve as a pretentious coffee table tchotchke, an impressive (if un-cracked) spine on a decorative bookshelf, or a useful device to prop up a little kid’s butt so he could reach the cranberry sauce at Thanksgiving.

An aspirational purchase is intended to impress — you want to be seen buying it. It tends to be something conservative as well. And long. And difficult. “War and Peace” is the classic aspirational purchase, but you might also pick up something with a political message that makes you look wise and open-minded, like “The Satanic Verses” (which, for the record, I actually read.) (No, I’ve never plumbed War and Peace. However, I embrace the fact that plenty of you certainly have read it, and yes, loved it and desire for me to acknowledge you’ve read it and how much you loved it — to which I reply, in advance, how very nice for you.)

Law school is an aspirational purchase….

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