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There is even a special psychology of bargain hunting. To save money, of course, most people look for sales, low prices, and discounts. Compulsive bargain hunters, however, often buy things that they don't need just because they are cheap. They want to believe that they are helping their budgets, but they are really playing an exciting game; When they can buy something for less than other people, they feel that they are winning. Most people, experts claim, have two reasons for their behavior: a good reason for the things that they do and the real reason. It is not only scientists, of course, who understand the psychology of spending habits, but also business people. Stores, companies, and advertisers use psychology to increase business: They consider people's needs for love. Power, or influence, their basic values, their beliefs and opinion , and so on in their advertising and sales methods.
人们购买便宜货甚至有种特别的心理。为了省钱，大部分人们会寻找低的价格和折扣。然而，强迫购物者会经常购买他们不需要但是廉价的东西。他们更愿意相信他们在帮助节省他们的开支，但是他们在玩一场有意思的比赛：当他们买到比别人便宜的东西时，他们会感觉他们赢了。专家声称，有两个原因可以解释大多数人的行为：他们做这件事情的愉快的原因和真正的原因。 当然，不仅只有科学家懂得消费习惯的心理学，而且还包括销售人员。商店、公司和广告商利用心理学来增加业务：他们在他们的广告和销售方法中考虑到了人们对爱，权利，或影响力，他们的基本价值，他们的信仰和观点的需要，等等。