By Mark Ellwood
Paying complete expense is so passé. 1 / 4 of the population will merely open their wallets if whatever is on sale. everybody desires a deal, a thieve, a hookup with a chit or the way to lower bills. humans don’t only desire a deep undefined, they count on it and won’t accept something less.
So there’s by no means been a greater time to be a buyer, right? might be. have built their own tricks to guard revenue margins amid such markdown maniaones that come with mystery revenues, shifting prices, and shredding completely reliable clothes.
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Additional info for Bargain Fever: How to Shop in a Discounted World
It would be silly to leave it on the rack. Sold. On your way out of the mall, you walk past the red Target logo. It’s just too cute, that red, black, and white Sale sign with a picture of Bullseye the dog. Just ten minutes to browse, you tell yourself, as the deals are so good. 99, aren’t on sale, but you could do with a spare pair to keep in the car. Sold. Driving home toward the freeway, Walmart and Costco are looming. They jog a guilty memory—you should have brought the grocery list on the fridge—so you detour quickly to see if anything catches your eye.
If dopamine is triggered so reliably at the sight of a shopping steal, how does anyone manage to emerge from a store without snapping up every bargain on offer? Thankfully, there’s a trip wire in our brain that takes the form of a chemical tussle between three distinct regions. The nucleus accumbens, the insula, and the dorsolateral prefrontal cortex (call it the DLPFC—all the experts do) all react to that tsunami of dopamine. Together, they decide whether or not we should act on dopamine’s prompting.
Take a Harry Potter devotee, going Hogwarts-wild over the sight of a beloved box set. That surprise appearance was an ideal dopamine trigger. At the first surge, the nucleus accumbens flared with excitement; its level of activity in direct relation to how much a subject desired the treat. Then, when a price appeared next to those books, the brain activity shifted to the insula. It’s the brain’s Debby Downer—a stoic processor of chronic pain or disgust (How much is it? ). If the price of the item was lower than expected—Just twenty bucks for all seven books?