Guilt, Doubt and Comparison-Shopping

I walked into the independent bookstore with its used inventory screaming out savings with markdowns boldly displayed. My first mistake was picking up the book and leafing through it. A thought scampered across my mind, "What if this title is cheaper at the big chain bookstore next door?" I was about to put the book down and check it out, when I happened to glance at the elderly lady sitting behind the counter. She was watching me. I quickly scanned the store and noticed that I was the only customer browsing her shelves. Then I made my second mistake: making eye contact and smiling.

Guilt suddenly swooped in through the open door, perched itself on my shoulder and intently stared at me with unblinking, black eyes. I tried to shrug it off and shoo it away, but it refused to budge. How could I possibly leave without buying something? How many sales would this Ma and Pa bookseller make compared to the corporate giant? Would one purchase make a difference? With a surrendering sigh, I bought the book.

I left the store and planned to head straight to Starbucks for a comforting venti caramel macchiato (oh, the hypocrisy!), but was abruptly attacked by a buzzing swarm of Doubt. I swatted at it wildly while waiting for the light to change, but only succeeded in being stung repeatedly. The venom caused my curiosity to swell. I looked to the sky, gave another sigh, pivoted on my heels and walked into the book chain, with its patio, cafe and enormous collection of magazines, books, CDs and DVDs. I quickly found the title and my heart sank. "30% Off!" shouted the red, triangular sticker in the cover's corner. I did some rapid calculations. It was $3.75 less than I paid, including tax.

I contemplated returning the book and buying the cheaper copy, but Guilt was circling by the entrance, right above the table marked "New in Hardcover". So I glumly left the bookstore and walked directly to my car, forgoing the macchiato, a casualty of my shoddy shopping skills.

Moral of the Story: If one wants a book and their espresso, one should not allow Guilt and Doubt to prevent him or her from comparison-shopping.

Alternate Moral: Don't make eye contact with and smile at elderly ladies.