Finances are more than figures; it’s deeply tied to our psychology and habits. Exploring the emotional side of money can unlock new avenues to better finances and wellbeing. Do you ever ask yourself why you’re drawn to a sale or experience the urge to make spur-of-the-moment buys? The answer is tied to how our psychology process money cues.

One of the key drivers of consumer choices is instant gratification. When we get what we crave, our brain releases a reward signal, creating a temporary sense of joy. Stores leverage this by promoting flash sales or urgency-focused methods to heighten demand. However, being knowledgeable of these triggers can help us take a moment, think twice, and make more thoughtful financial choices. Building habits like waiting before spending—giving yourself time before making a purchase—can lead to wiser financial choices.

Emotional responses such as worry, guilt, and even restlessness also impact our money choices. For instance, a FOMO mindset can lead to high-stakes spending, while feeling guilty might lead to unnecessary expenses on thoughtful gestures. By cultivating mindfulness around money, we can align our spending with our future aspirations. Monetary wellbeing isn’t just about spreadsheets—it’s finance jobs about analyzing spending drivers and acting on that understanding to make better financial decisions.