Brand ' rationalism' or feeling blue?

When I was in Australia, I spent the last few months just before the exams, buying clothes and accessories. It's anybody's guess that i had taken enough of them when i had left my dear land. But what was so unique about this expedition of mine, was the fact that this act is explained by ' misery not miserly' phenomenon.
That's exactly what an artcile on NDTV's website reported. It is believed that during depressed times, buyers are ready to pour more money than usual on shopping. It is believed that sadness has the ability to trigger different emotions that drive one towards being a spendthrift.The growing self- focus is considered the primary reason. And advertisers and psychologists have documented this phenomenon, much for their benifit.
Mc Donald's jingle ' You deserve a break today!' in the 1970's can be quoted as an example.
It is amazing how one can relate to Consumer behaviour ( a branch of marketing). Now, when i think of it, I realize that i have always known my friends to indulge in cosmetics or bags or slippers, especially, when they are feeling blue. One of my very close friends always told me ,'When you see me getting depressed, remind me to go and have a hair cut!!'
In fact,unaware of this phenomenon, while i was budgeting for my stay this time, I had a different category included-' the depression easer'!