This is particularly relevant in festive shopping when personal finances are being stretched.
At Christmas, people are challenged with what can be considered to be a moral form of cognitive dissonance, when people are torn between balancing their finances and the wish to make others and themselves happier - which is the societal expectation of what Christmas is really all about.
Knowing they may well not be able to afford what they are buying, people enter into transactions encouraged by heavy marketing influences. And they will try to reduce their internal psychological conflict in order to justify their actions.
They will explain that their happiness and that of others is more important than their debt, that others cannot do without when people around them are receiving and being happy and that, above all, Christmas is a time for giving and sharing and the spirit of Christmas should be encouraged in a time of nationwide gloom. Such actions are typical responses when people are experiencing dissonance. Dissonance is often strong when we believe something about ourselves and then do something against that belief. If I believe I am good - managing my finances to reduce debt - but do something bad - spend freely at Christmas - then the discomfort I feel as a result is cognitive dissonance. The resultant effect can be extremely negative in the long term when the reality of the dissonance is exposed.