Losing money makes you a loser, gaining money is normal, so beyond the actual event, there are identity things at play. In their terms, spending more on a prod

Losing money makes you a loser, gaining money is normal, so beyond the actual event, there are identity things at play. In their terms, spending more on a product or less, is not actually touching that identity, because both are just being a spender. I agree about the consequences part: losing equals no roof vs winning equals extra vacation. I think the rest is about the identity that comes with losing.