Despite the credit crunch, the nation's high streets are still seeing Christmas shoppers laden with bags.
Make someone happy'
Shopping does have an element of happiness about it.
But it can linked to a feeling of uncomfortable tension from experiencing conflicting thoughts - "Can I really afford this?" - and the need to satisfy ones generosity - "It will really make someone happier at Christmas if I buy it".
This feeling of uncomfortable tension as a result of conflicting thoughts and actions has been explained as "cognitive dissonance" by psychologists.
This is relevant in festive shopping when personal finances are being stretched.
At Christmas, people are challenged with what can be considered to be a moral form of cognitive dissonance, when people are torn between balancing their finances and the wish to make others and themselves happier - which is the societal expectation of what Christmas is really all about
Exposure
Such actions are typical responses when people are experiencing dissonance.
Dissonance is often strong when we believe something about ourselves and then do something against that belief.
The resultant effect can be extremely negative in the long term. Excessive spending at Christmas can result in people experiencing a miserable time afterwards when debts have to be repaid.
Consequences
If people do lose control of their spending and shop in denial there can be massive loss of confidence and self-esteem. People can even slip into a mild or chronic depression due to negative financial consequences and loss of self respect.
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