Psychology of spending: Why people rationalize emotional purchases

Psychologist Eglė Zakaraitė explains why individuals often seek rational justifications for emotional spending decisions. This behavior is frequently driven by a desire to maintain a self-image of being a rational and responsible person, which helps reduce the internal discomfort or guilt felt after a purchase.

One notable trend mentioned is ‘Girl Math,’ a social media concept where non-rational logic is used to justify spending. Examples include viewing a 50 percent discount as ‘earning’ money or treating a product refund as ‘free money’ for a new purchase. While these psychological tricks can alleviate immediate guilt, Zakaraitė notes that frequently attempting to deceive oneself to justify expenditures can become a problematic habit.