Discount coupons, a big sale here and another there, you rush to buy, and then boast to yourself and others that you had a great deal – meaning, that you purchased items at a discount and saved money. Also, once in the store for the deal(s), store personnel may have tempted you with more deals (open a credit card account and get a further 10% discount; purchase over $100 of goods and get a 5% discount, etc).