Wants vs needs...
I want steak but there is only peanut butter and bread. My need is for nourishment but my tastebuds say steak. I can fill the need or I can put out the effort to fill the want.
Look about and see just how many times you have made a choice and picked what you wanted. Every time I go into a store, I get what I want as my funds allow.
Think of something you like and go get it for "you".
Can be as small as an icecream cone or if your budget allows... maybe a new CD collection? Maybe just one CD? Start small and treat yourself to a gift a month as your budget allows or save up for a bigger gift after a few months.
My mother was one who would take away things as she would get upset and over punish or at times we just wouldn't ask because we knew she was in a mood.
She would also bribe when she wanted something so it became a sick sort of balance in a way. Maybe that is why I am not so materialistic?
Treat yourself. For me it was a new motorcycle one year. A want that I rationalized as being a need but I sure am enjoying it.