Why You Buy Stuff You Don't Need
Men’s Health Magazine Online | July 11, 2013
Impulse buyer? Blame your brain. You're wired to value things that make you feel good immediately, suggests a new study from Duke University.
Impulse buyer? Blame your brain. You're wired to value things that make you feel good immediately, suggests a new study from Duke University.
Researchers scanned the brains of men and women who viewed pictures of happy scenes and faces. When people looked at a smiling gorilla, they showed increased activity in the area of the brain that assigns value to rewards (like a hot car or flashy watch). But when the participants were asked to think of the same picture from a neutral viewpoint, activity in the same part of the brain decreased.
What that means for your wallet: You’re more likely to shell out big bucks for something you’re instantly attracted to. Feeling happy before a purchase can tell you how much you’ll enjoy that item—but it can also lead you to spend money on things you don’t need, says study coauthor Scott Huettel, Ph.D.
Save yourself buyer’s remorse by trying to view your potential purchase in a new light, Huettel says. Instead of imagining yourself cruising down an open road in a sports car, picture performing everyday maintenance or forking over more cash for repairs. Or, look at the car from a sensible buddy’s point of view. You don't need to stomp on your emotions completely; instead, use them as a tool to help you make better decisions.
