.png)
The Psychology of Spending: Why we Splurge on Coffee but not Textbooks
- Tushinka Pereira
- Jan 13
- 6 min read
Written by Tushinka Pereira
We’ve all been there (or at least I have). You tell yourself you can’t possibly start studying until you grab that $7 iced latte from campus, and maybe it happens once, or maybe thirty times in a single term. Yet somehow, spending $100 on a textbook feels like climbing a mountain you’re just not ready for. So, what’s really going on here?
In this post, I’m unpacking the psychology of student spending, why we’re so quick to splurge on “small luxuries” like coffee or snacks, but hesitate, or simply avoid them, when it comes to things that might actually help us, like textbooks. I’ll share a bit of research, some theory, and a few personal reflections. And at the end, we’ll look at a few small changes that can help you feel more in control of your spending, without giving up the things you enjoy.
Instant Gratification Always Wins
Ever since my first year at university, I noticed a pattern: walking past Starbucks after a long lecture felt like a reward. That iced latte wasn’t just caffeine; it was comfort, a small way of keeping me motivated to get through the rest of the day. The satisfaction was instant, and honestly, that’s the point.
This is classic instant gratification, our natural tendency to choose short-term pleasure over long-term benefits (Measom, 2024). Buying a coffee gives you an immediate sensory and emotional boost: the aroma, the taste, the buzz of the coffee shop, the five-minute break from stress. All of that triggers dopamine, which is a brain chemical involved in pleasure, motivation, and learning (Berg, 2025).
Compare that to buying a textbook. Sure, it’s useful, but the reward is delayed, the experience stressful, and there’s no caffeine involved. Our brains are wired to crave the immediate “yes” of the iced coffee over the delayed “someday” payoff of studying.
Exam Season and Emotional Spending
I really noticed more of this pattern during exam season. I’d convince myself that I deserved a fancy coffee or extra snack every time I sat down to study. It became this unexpected ritual, a small act that made me feel like I was taking care of myself in the chaos. Spending on little treats made me feel less stressed and more in control, even though my wallet definitely disagreed later.
This is what psychologists call emotional spending: buying things to manage feelings rather than needs. It’s a form of “retail therapy” that’s especially common among young people facing stress or uncertainty (Jackson, 2024). Funnily enough, even when the coffee wasn’t great, I’d still go back for another; it wasn’t about the drink, it was about the comfort they symbolized. That cup of coffee became my reward, my stress relief, and honestly, my study buddy.
Emotional Triggers and Social Rituals
Beyond the emotional comfort, there’s also a social culture attached to it. Coffee runs before a group study, after class, or in between lectures become moments of connection. It’s not just the caffeine, it’s the people, the conversations, the small sense of community that comes with it.
Spending, in that sense, becomes about more than money; it’s about emotion and belonging. Research also shows that purchases driven by emotion (like a treat after a long day) can temporarily boost mood and make us feel rewarded (Jackson, 2024). Adding in the social side, snapping a cafe pic for Instagram, chatting in line with friends, and that latte suddenly carries a lot more meaning than its price tag.
But there’s another layer too: marketing psychology. Coffee stores know how to keep us coming back. Those “limited edition” drinks, pumpkin spice this, peppermint swirl that, which feed into our sense of FOMO and excitement (Johnson, 2025). Suddenly skipping out on that new drink feels like missing out on a moment everyone else is enjoying.
Utility vs. Pleasure: Why Textbooks Feel Heavy
Research often describe purchases as falling into two broad categories: hedonic and utilitarian. Hedonic purchases are all about experience and enjoyment; they appeal to the senses and emotions, offering fun, pleasure, or excitement. Think of things like a fresh bouquet of flowers, a designer outfit, a concert ticket, or that perfectly made iced matcha latte. In contrast, utilitarian purchases serve a practical purpose; they’re motivated by function and necessity, like a microwave, a detergent, or in our case, a textbook (Khan, Dhar, & Wertenbroch, 2004).
Childers et al. (2001) found that consumers are more emotionally motivated by hedonic purchases, while utilitarian ones are driven by practicality and need. In simpler terms, our brains light up more when a purchase feels fun than when it feels like work, and that’s why we’re quicker to justify a $7 latte than a $100 textbook. Because of that, we subconsciously value them differently. Textbooks remind us of stress and deadlines, while lattes remind us of comfort and connection. Even if the textbook helps us succeed long-term, the emotional reward isn’t there in the moment.
Behavioral researchers call this mental accounting; how we mentally separate spending into categories that justify certain purchases while restricting others (Gegovic, 2025). We’ll splurge easily on small, habitual treats because they “don’t count,” yet hesitate to make a larger, logical purchase like a textbook because it feels heavier.
Why the Little Spends Add Up
Here’s the catch: those “tiny” purchases add up fast. Because we view them as harmless, they slip under the radar. But behavioral studies show that these small, frequent expenses can significantly impact long-term budgets, especially when we underestimate their total cost (Gegovic, 2025).
Think about it: a $7 coffee three times a week adds up to $84 a month. Over a semester, that’s easily a few hundred dollars, more than the cost of a single textbook we’ve been putting off. Our brains frame small purchases as insignificant, so we rarely question them.
So What’s the Takeaway?
As students and young adults, we live in a world of “treat yourself” culture, quick dopamine hits, and social rituals around spending. And honestly, that’s completely okay, we all deserve small joys. The key is awareness: recognizing why we’re spending.
Are you buying that coffee for comfort? Connection? A reward? There’s nothing wrong with that, but knowing your “why” helps you decide whether it’s really worth it in the moment.
And when it comes to bigger, less exciting purchases like textbooks or academic tools, it helps to reframe them. Instead of seeing them as a burden, think of them as investments, in your education, your confidence, and your future. It’s not as flashy as an iced latte, but the return lasts way longer.
Tips for More Mindful Spending (make canva on this)
Here are a few habits that helped me (and might help you, too):
Pause before you buy.
Before you tap your card, ask: “Will this make me feel better in five minutes, or will I wish I’d saved it later?” Even a 10-minute delay can reduce impulsive purchases (Measom, 2024).
Track your small treats.
During one exam season, I wrote down every coffee or snack I bought in a week. Seeing the total shocked me, but it also helped me cut back without cutting out everything I enjoyed.
Reframe your practical buys.
When you’re debating whether to buy a textbook, think of how often you’ll use it and how it supports your goals. Giving utilitarian purchases emotional value makes them feel more worthwhile.
Look for cheaper alternatives.
Try second-hand books, library copies, or e-book rentals. You’re still getting what you need, just in a way that’s financially smarter.
Create a “fun fund.”
Set aside a small weekly amount just for guilt-free treats. Once that budget’s spent, you stop until the next round. That way, you enjoy your latte and stay in control.
Comments