Why do some people order expensive desserts but cheap main courses?
People budget money logically and spend joy emotionally.
People often spend more on the parts of a meal they enjoy most. Emotional satisfaction can matter more than maximizing value everywhere.
A rational customer should maximize value across the entire meal.
That sounds correct.
Yet many people order a simple main course and then happily spend extra on dessert.
The hidden mechanism is emotional prioritization. Customers rarely optimize for efficiency alone. They spend disproportionately on experiences they find memorable.
Daniel Kahneman distinguished between experiencing pleasure and remembering it.
People often forget the salad.
They remember the dessert they almost did not order.
