The Logic Behind Emotional Shopping
Imagine this. Jim, a middle-aged husband who already owns a set of golf clubs in perfect condition lusts after a new, state-of-the-art set of titanium clubs worth $3,000. Given the state of their joint bank account, he knows there is no absolutely way that he and Sandra, his wife, could afford such a thoughtless purchase. Still, knowing full well of his desire for the clubs Sandra buys them for him as a gift, out of that same bank account. Is Jim upset with this purchase? Quite the contrary. He loves it. At the same time, Sandra is delighted to have been able to give her beloved this gift.





