To add another anecdote: I happened to be leafing through a womens' mag while waiting for an appointment recently and there was an article on simple ways to sa

To add another anecdote: I happened to be leafing through a womens' mag while waiting for an appointment recently and there was an article on simple ways to save on spending. The article said to never try on clothes when you are window shopping or "just looking" at a store. The reasoning was similar to this article on Apple: When you try something on and see it on yourself in the mirror, you now own that piece of clothing in your mind. And by not purchasing it, you actually experience a loss. As if you owned the item and now it was taken away from you. This emotion is ostensibly more "painful" than simply wanting an item and not purchasing it.