this is true - BUT, some people don't think that way. They pay a price that is really too high for them, out of their budget, but it is because of a lack of self control or poor impulse control....so they may be willing to pay a certain price, but only because they want the end means - the deck in their hands. Usually once they have it, it doesn't seem so worth it anymore, or maybe the real thrill was the fact that they really shouldn't have been spending so much. Then the guilt comes in. Does that make sense? The way I see it, if you can really afford something, you buy it, and don't think about it or worry about it after the fact. It's not an issue.
There is a some major psychology in shopping!