What makes a shopper decide to buy one shirt over the other or a box of chocolates in addition to the fresh produce they planned to buy? Cravings and desires all stem from one thing: emotions. Emotions are defined as a 'natural instinctive state of mind deriving from one's circumstances, mood or relationships with other people.' Common emotions include fear, anger, sadness, joy, trust, surprise and anticipation. Each of these can affect the way you manage your money.