it feels expensive

Could you please this sentence or just explain what does it feels more expensive here.
Many thanks

Why do people indulge more when it feels more expensive?

Where did you see this sentence? It seems a little odd to me.

It is an article of American Marketing Associaton

When something (it) feels like a luxury (expensive), people allow themselves to take more pleasure (indulge) in the something, than if it didn’t feel like a luxury. Why is that?

<many thanks