Core Insights - The article discusses the concept of the "lipstick effect," which refers to the phenomenon where sales of inexpensive luxury items, like lipsticks, increase during economic downturns as consumers seek small comforts to alleviate stress and anxiety [3][27]. Psychological Mechanisms - The lipstick effect is rooted in psychological mechanisms that drive consumer behavior during tough economic times [2]. - The first mechanism is instant gratification, where consumers purchase low-cost items to quickly satisfy their desire for something new, similar to the comfort derived from eating chocolate during low moods [5]. - The second mechanism is psychological compensation, where individuals feel a loss of control during economic hardships and turn to small purchases to regain a sense of control and balance in their lives [7][9]. Emotional Regulation Strategies - The article provides three strategies for effectively utilizing the lipstick effect to manage emotions: - **Self-pleasure**: Engaging in small purchases can provide emotional comfort and positive psychological reinforcement [12][14]. - **Avoiding overcompensation**: Caution is advised against excessive spending, which can lead to a cycle of anxiety and compulsive buying behavior [15][16]. - **Internal growth**: Focusing on enhancing self-worth and personal value rather than relying solely on material possessions [17][27].