Even when short on cash, some consumers will see something outside of their budget and think, “I deserve it.” This might be used to excuse getting an extra cookie at a bakery, or a brand new car.

Giving your all to someone who won't show you a shred of gratitude is exceedingly painful. Many of us wind up giving far more than we get in relationships, which is just one of the unfortunate signs ...

As a coach, I hear the word deserve on a regular basis: "I don’t know if I deserve this role." "I feel uncomfortable taking the credit—like I don’t deserve it." Less often but just as telling: "After ...