Surely it depends on your buying habits, and how you buy. Now if you get stuck on the hedonistic treadmill and start buying the more expensive cereal all the ti

Surely it depends on your buying habits, and how you buy. Now if you get stuck on the hedonistic treadmill and start buying the more expensive cereal all the time that is bad from a cost point of view, but if it's a one off treat replacing another £3.50 box of cereal, you've saved a pound. I suppose we should rationally evaluate the benefit that the new cereal independently of the price. And then if the benefit outweighs the cost, then we should buy. But we aren't robots, and we like nice things. Ps I often buy the wine that's on offer, it does depend on the supermarket though, as some just sell rubbish. It stops me having to look sagely at a half dozen bottles, that I have absolutely no basis to differentiate between, other than label.