Psychology says people who only shop during sales aren't stingy, their brains may be wired to chase value over price

Psychology teaches us that everyday habits often reveal deeper motivations. The sale itself is rarely the real story. Value is. Control is. Satisfaction is. For many people, shopping only during sales is not about being cheap. It is about feeling resourceful, making thoughtful decisions, and gaining a sense of accomplishment from using their resources wisely.

Raccontata dam.economictimes.com