If you guess how much you spend on eating out each month, chances are you’ll greatly miss the mark.
Adults tend to underestimate how much they spend eating out by more than twice what they’re actually spending.
This can be significant. So why is there such a disparity between how much we "think" we spend, and how much we actually spend? How do we close the gap?
It's Simple but Not Easy
It's simple to create a budget and say you'll stick to it, but it isn’t easy, it's difficult to be consistently disciplined. One way that people try to control how much they spend is by using mental constraints – or rules of thumb – to prevent themselves from spending too much.
“Mental accounting,” a concept first proposed by Nobel Laureate in Economics Dr. Richard Thaler, describes how we create a mental ledger for our various monthly budgets, whether it’s food (eating out or buying groceries), transportation (walking or taking a cab) or entertainment (going to the theater or staying in to watch a movie).
Given the brain’s enormous capabilities, you’d expect mental accounting to be pretty effective. Unfortunately, it’s not always helpful for self-control with competing interests between what we want, and what we should do.
Its difficult to resist the temptation to consume, particularly when we’re enticed in so many ways. Think about holiday shopping: You’re at the mall and you pass the food court catching a whiff of pizza, french fries, or Chinese food. You know you might have leftovers back home, but it’s so quick and easy to buy a quick meal right now. A combination of environmental stimulation and a lack of self-control can cause people to act impulsively.
A problem most aren’t aware of
First I asked participants to estimate their weekly budgets for eating out. Several days later, I asked them the same question. But during the interim, I also had them report, each day, whether they ate out or not, and how they felt about their financial well-being.
By having them make daily notes, it alerted to them to how often they were eating out. So when it came time to ask them, again, to estimate their weekly budget for eating out, the estimates were, on average, more than two times higher than their first estimate. The participants thought they knew how much they were spending on food away from the home, only to later increase their estimates.
Those who tended to eat out more overall had a bigger gap between their first and second reported budgets. In other words, the more they ate out, the more they underestimated how much they were spending on eating out.
Perhaps most surprisingly, many of the participants weren’t even aware that there was a big difference between their first and second budgets.
Regaining control
This phenomenon matters because around the world, people are eating out more than at any point in modern human history. According to some estimates, it constitutes as much as 45 percent of food expenditures in the United States.
More importantly, studies have shown that those earning less tend to spend a greater proportion of their disposable incomes on eating out. And while eating out doesn’t necessarily need to be unhealthy, people often aren’t aware what’s in the prepared meals we’re buying from restaurants, markets and cafeterias. Researchers are still studying the health consequences of eating out, but they do know that selecting a meal from a menu immediately limits food choices, which could lead to less healthy food decisions.
What to do?
Relying less on mental accounting is a good first step. Writing out a weekly or monthly food budget can reverse these trends.
One way to get a snapshot of your eating out behavior is to track it over the course of a week or two. Make a note every time you eat out, documenting how much you spend, who you eat with and what you order. Understanding the patterns of your choices and behaviors will make lifestyle changes seem less daunting, and self-control more manageable.
But in a culture that implores people to “let loose” and “live a little,” self-control shouldn’t be equated with self-punishment. It's simple a goal, but not so easy to implement.
When I ask someone what day of the week do you spend the most amount of money? Most often people respond with Saturday, a day of the week when they are not at work and have the most free-time. No surprise but when you 're retired…everyday is a Saturday.
