But when they start thinking about how to pay for it, the pain center lights up.
Psychologists say one way break through the tug of war that's going on: don't use a credit card.
Because purchases tend to be emotional, when people use cash or a debit card, they tend to spend less.
- Get more L.A. breaking news, weather, traffic and sports
- Have a news tip? Send your tips, video, or pictures