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A fool and his money part painfully, according to brain research
Posted on Jan 4th 2007 9:30PM by Bethany SandersFiled Under: Healthy Habits, Diet & Weight Loss
My husband and I learned early on in our marriage that shopping for big ticket items together is a recipe for disaster. He likes to watch the ads, shop around, and mull things over. I know what I want and what I'm willing to pay and detest roaming the aisles of multiple stores.
That's probably why this article sparked my interest. Researchers created a study where participants were shown examples of goods followed moments later by their prices. When consumers desired something, one part of their brain lit up. But when prices were shown, and the decision to buy was made, a different part of their brain became active. Using this information, researchers could successfully predict which items the participants would decide to buy.
The idea is that the brain registers the "pain" we feel when parting with our hard earned cash. This research may explain why it's easy for some people to fall so hard into credit card debt or become addicted to gambling. For me, it explains something I already knew; when it comes to shopping, my husband and I are just wired differently.
That's probably why this article sparked my interest. Researchers created a study where participants were shown examples of goods followed moments later by their prices. When consumers desired something, one part of their brain lit up. But when prices were shown, and the decision to buy was made, a different part of their brain became active. Using this information, researchers could successfully predict which items the participants would decide to buy.
The idea is that the brain registers the "pain" we feel when parting with our hard earned cash. This research may explain why it's easy for some people to fall so hard into credit card debt or become addicted to gambling. For me, it explains something I already knew; when it comes to shopping, my husband and I are just wired differently.
