Moments with emotional impact are typically celebrated with consumption.

I think it’s interesting to examine when the orders are flipped. We buy a suit to get a job. We buy a gym outfit to be accepted at the gym.

The consumption gives us internal and external validity, but if the underlying behavior isn’t that important to us we have over consumed.

Also we use moments as an excuse for consumption. Rewarding yourself for good behaviour or cheering yourself up from a bad day. We would do this regardless, but goods have been sold to us as the best way to do so, as compared to a free walk in the park.