The Iron Rule of RFM

And for me, that’s not intuitively obvious at all. If Mary buys a new outfit, why should that make her likely to buy another outfit right away? Won’t she be feeling a bit poor from her recent purchase, won’t she perhaps wait to “save up” for the next purchase? And even if Mary isn’t feeling poor, won’t she be diverted from buying again for a while as she enjoys her recent purchase?