A New Predator Coming For Our Retirement Dollars (E120)

Today, Jesse is joined by Professor John Dinsmore—behavioral finance researcher, marketing scholar, and author of The Marketing of Debt: How They Get You—for a conversation about how persuasion, psychology, and modern advertising quietly shape our financial lives. Together, they explore how marketers exploit human biases like loss aversion, anchoring, and over-optimism to sell products, loans, and debt, and why AI-driven "adaptive ads" are making it harder than ever to recognize when we're being influenced. John shares real-world examples—from car dealerships to "buy now, pay later" offers and sports betting apps—revealing how even savvy consumers fall prey to tactics designed to exploit fear, emotion, and cognitive shortcuts. The discussion also dives into the growing vulnerability of retirees targeted by complex financial products, and why awareness, self-monitoring, and slowing down decisions are key defenses. Throughout, Jesse and John remind listeners that acknowledging our weaknesses is a strength—and that understanding how marketing works is one of the best ways to protect both our wallets and our wellbeing.

 Key Takeaways:
• Marketing works on everyone—even when we think we're immune. Most people admit that advertising influences others, but few realize how deeply it shapes their own decisions.
• People tend to believe they'll have more time, money, or stability in the future, making it easy to justify debt today.
• Loss aversion drives many financial mistakes. We fear losses more than we value gains, which leads us to buy unnecessary warranties, insurance, or "safety" products.
• AI-powered marketing will get subtler. As systems learn to mimic human tone and emotion, it will become harder to tell when you're being influenced.
• Social media blurs the line between content and advertising. Influencer partnerships and native ads make it harder to recognize when you're being sold to.
• Being "weak" isn't failure—it's human. Admitting our psychological blind spots allows us to build systems and habits that protect us.

Key Timestamps:
(01:49) – Understanding Personal Weaknesses
(04:25) – The Impact of Marketing and Advertising
(08:22) – Interview with Professor John Dinsmore
(13:19) – The Marketing of Debt
(25:56) – Practical Tips to Combat Marketing Influence

Key Topics Discussed:
The Best Interest, Jesse Cramer, Wealth Management Rochester NY, Financial Planning for Families, Fiduciary Financial Advisor, Comprehensive Financial Planning, Retirement Planning Advice, Tax-Efficient Investing, Risk Management for Investors, Generational Wealth Transfer Planning, Financial Strategies for High Earners, Personal Finance for Entrepreneurs, Behavioral Finance Insights, Asset Allocation Strategies, Advanced Estate Planning Techniques

Mentions:
Website: https://www.johndinsmore.com/
LinkedIn: https://www.linkedin.com/in/johnbdinsmore/
Mentions:
https://bestinterest.blog/i-am-weak/
The Marketing of Debt: How They Get You by John B. Dinsmore 

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The Best Interest Podcast is a personal podcast meant for education and entertainment. It should not be taken as financial advice, and is not prescriptive of your financial situation.