here to help us identify the triggers and help us spend less, margo gilman, deputy editor with "ladiesote something i thought that was kind of interesting. just because you like to shop and you do it a lot doesn't mean you shop well. >> yeah, well, i think that a lot of us consider ourselves really great shoppers, because we certainly spend a lot of time doing it. but a lot of us also have, you know, the experience of going into a store, with the idea of getting something, you know, pedestrian like a pair of sports socks or a tea kettle -- >> or to get toilet paper. >> and you emerge three hours later can half a dozen shopping bags. >> every time i go into costco -- >> the costco effect, yes. >> i end up $300. >> just because you love to shop and do it a lot doesn't necessarily mean that you're good at it. doesn't necessarily mean that you're aware of the triggers that markets use to get us to spend more or triggers that make us buy things we don't need. >> in other words there are external triggers and internal triggers? >> yes, both kinds. >> you say people need hands off. >> yes, we