Liberation

Shopping is an emotional experience. If we overpay, we feel cheated; if we get a great deal, we feel victorious. But there are other emotions that we need to harness for thriftiness.

Mainly, the emotion I'm referring to is liberation. Liberation comes once you've picked up an item, start to have doubts, and then put that item back down and leave the store without it. Freedom from doubt is a big emotional boost.

So, if you feel doubts, we should free ourselves from them and not make the purchase.