Purchasing luxury goods and services is generally about personal relationships, atmosphere, and other context. If you pay too little (not just get a discount o

Purchasing luxury goods and services is generally about personal relationships, atmosphere, and other context. If you pay too little (not just get a discount or other small favor, but actually pay too little) then you are compromising your own experience and actually getting less value than the people paying full price. So it's no surprise that such people are ultimately less satisfied. The primary benefit they are getting out of it is the chance to tell their friends how low of a price they got.