Last minute purchases of TV exercise equipment in the middle of the night is a common mistake made by you, or someone you know.

Advertizers know exactly when the consumer feels vulnerable and ready to make a purchase in haste, which is around dinner time or after a heavy meal, to overcome guilt and anguish associated with poor body image, neglect.

Before you buy any exercise equipment, especially one on TV, remember to be diligent. Buy equipment based on reviews, effectiveness and independent research, not because something 'looks good' or is endorsed by celebrities.

An effective exercise machine is not about glamour or design, it's about a basic function - does the machine really help you to 'isolate' targeted muscle groups (abdominals, hip muscles, thighs etc). We've all come across those famous fitness infomercials advertising different as seen on TV exercise equipment. At that time, it seems that anything and everything looks great and we need it (of course, the fact that they are shown at the late hours makes you suspect in their intentions). But how great are as seen on TV exercise equipment, really? Well, you never know unless you've taken the time to do your research.

The psychology of TV exercise equipment is that it relies on your compulsion to buy, to need, to consume. The consumer is told that this is a 'temporary offer', one that will dissapear within minutes. To make the whole story more interesting and appealing, the product is approved by a doctor, a team of researchers (usually hired by the company that sells the product). The infomercials often feature an older individual who looks younger than they really are and claims to be in the best shape of their lives due to the as seen on TV exercise equipment being advertised. To make your decision easier, you are given the option to buy the product in '2-3 no interest instalments' and freebies are thrown in if you 'order in the next 10 minutes'.

This is fitness marketing at its best - preying on the customers mind, and then their wallet. You are promised a world in which you can reach your goals with minimum effort and maximum results, in 3-4 weeks, when you use the tool for '10 minutes a day while watching TV'.

The harsh reality is that the item in question may not even be what you're looking for if your workout routine is more specific to a particular area of your body. There are several exercises that don't require any equipment, that can be done in the comfort of your own home, which are as effective, if not more effective.

At the end of the day, it's your decision. If TV exercise equipment enables you to be more consistent and stick with the routine, it may be a viable option. YOur best best it to research all types of equipment using a reliable source before you buy. It is possible to select the safest, most effective item within your budget in 30 minutes, an hour, or even hours - the length you'd find yourself watching the infomercial or standing in the sporting goods store. You just need to know how to do your research and what to look for. You need time to determine exactly what IS right for you, and that usually takes more thought than they are intending to allow you. Never ever make your decision in haste, in the middle of the night, in a state of impulse or desperation.