In marketing, the idea that people are willing to give up something of value or to experience costs (e. g., time, money, embarrassment, the discomfort of changing habits) in order to receive something they value is referred to as :

Exchange

Explanation: An exchange has occurred in Marketing whenever two or more people trade goods or services in order to satisfy a need or want by offering some money or goods or services in exchange. Every exchange should produce "utility," implying that the value of what is offered for trade is less than the value of what is received from the trade. Therefore, the idea that people are willing to give up something of value or to experience costs such as time, money, embarrassment, the discomfort of changing habits etc. in order to receive something they value is referred to as exchange.

cognitive overload: having a lot on your mind impairs decision-making and tends to result in the simplest, but not necessarily best, option being selected.

empathy gaps: overlooking how you might feel in a different situation can result in unnecessary purchases, such as overbuying when shopping for food on an empty stomach.

optimism and overconfidence: wearing rose-tinted glasses and having unrealistic expectations about the future can affect money management and leave you unprepared for a change in circumstance.

instant gratification: seeking instant gratification drives impulsive spending and can undermine long-term planning and savings.

harmful habits: automatic or mindless behaviour can amplify a poor financial decision as it becomes a recurring event.

social norms: we are heavily influenced by the actions of others; while this can be in certain circumstances, it also contributes to the pressure to keep up with the joneses through conspicuous consumption.