20 Reasons Why People Love Spending Money On What They Don’t Need

However, numerous modern behavioral psychology studies have revealed that humans don't always act rationally. And many consumers who buy luxury goods are not in a financial position to be able to afford luxury goods. The proof of this may be in the high rates of consumer debt that many Americans have. Depending on how you look at it, this phenomenon may be evidence that many Americans don’t always act in their best financial interest.