Used as a tactical appeal to the ego. This is often used as a proven technique to appeal to our sense of entitlement. This is favored by one highly experienced sales consultant author with a focus on closing deals[xx].
This is usually a tactic for things of personal benefit: “You’ve worked so hard all your life. You deserve this luxury car.” We all deserve a trophy, a puppy, and an attractive partner. The question is, do we need them?
Stick to your requirements and check your ego. A focus on duty, on your needs versus wants, shuts this tactic down. What we “deserve” is irrelevant.