Whenever you walk into a store, you’re surrounded by billions of dollars of science—the science of selling to be precise. Companies spend beaucoup bucks to discover why you buy what you buy, what attracts you, and, at a most basic level, how to get you to spend more. So how do you arm yourself against this scientifically pointed assault? Awareness.

Are you feeling lucky? Do you see those billboards on the side of the road that list the lottery jackpot and think, “That money could be mine?” Well, you’re not alone, because everyone who plays the lottery thinks they’re going to be that special ticket holder. But the truth is you’re more likely to get struck by lightning than you are to win millions gambling your money on the lotto.

Whether you are a Valentine’s Day cynic or a lovebird who revels in the holiday of romance, chances are your significant other still wants to be shown some love with a gift this February 14.

Would you like to snag 60 percent off cupcakes? How about $20 for $50 worth of sushi? These deals are pretty enticing, and if you’re like a lot of people, they are bombarding your email inbox on a daily basis.

The holiday feeding frenzy has come to an end. You’re ready to shed some of that winter weight, so you’ve made a resolution to join a gym. But which gym do you join? Should you take them up on those introductory personal training sessions? And what’s all this small print on the contract?

You’re at a department store. You’re a smart shopper so you’ve prepared a list of items you plan to buy and have budgeted accordingly. As you venture toward the back of the store, you pass the clearance rack. You know you should just keep walking, but you spot a pair of designer jeans that have been reduced from $200 to $75. At a discount like that, the store’s practically begging you to buy them, right?