A person sitting at the slot machines steadily losing money doesn't remember the fact that over the last week they spent hours of their time and over $1000 - they remember the ten minutes of absolute joy when the machine gave them $400 of their money back.
They are still out all that time - and $600 - but that thrill of winning that $400 jackpot was, apparently, worth every penny.
Shopper psychology is similar. Doesn't matter that overall you spent more at the store with “sales” for the same items - what matters is that you “SAVED” 50% on one of the items!!!
——what matters is that you “SAVED” 50% on one of the items!!!-——
Like I sometimes say to my wife, “the more you buy, the more you save.” Sometimes I like to irritate her for no apparent reason. 8-)