I think you have a satiated consumer.

There is a recession already in some industries. And I think the key driver is going to be the consumer and how bad the unemployment rate is going to be, considering that layoffs are starting to pick up.

...the higher the expectations about unselected alternatives, the lower the level of satisfaction with the chosen good.

When it pleases You, then I am satisfied and satiated.

I think the whole thing is a scam to make the consumer pay.

When we sit down with a consumer we see so many instances where they have items in their budget that they just don't need and often aren't even aware that they're spending.