What we do when we’re tempted to buy something while at the store is we’ll mentally balance the desire to buy that brand new shiny object, and then think how much it costs. Looking at something that we’re wanting to purchase activates our “want system,” which makes buying that item make us feel better.
But, Mick Jagger screams out, “You can’t always get what you want.” What we’ll react to is the price tag which makes us feel pain and then guilt, especially if we can’t really afford it. The …