Emotion and Purchasing Decisions

Here are some other areas that I have observed as reason why people spend on non-essentials, i.e non needs such as food, shelter and water, even though they may play a factor in these areas as well:

• Pleasure
• Guilt
• Fear

Pleasure is described as that which gives me either momentary or long term happiness. It could be a car that makes me feel good about myself, or a donation gives me joy in seeing the smile in a child's face.

Guilt is what always me to compensate for something that I should have done, but did not do. An extra special gift for one's spouse because one had to work on his/her birthday.

Fear of the unknown -- risk management could be encompassed within this emotion.

What brings us pleasure; what causes guilt; what create fear -- is there a connection between that which creates this in us and our understanding of the Divine?