By Katie Williams, Money team
We’ve all learned how to be more conservative with our money amid an increase in the cost of living – but it’s still important to treat ourselves now and again.
And there’s some science behind that happy feeling you get when you make a new purchase, as consumer psychologist Dr Cathrine Jansson-Boyd explains in the first of four features on the psychology of shopping running this week.
What happens to our brains?
When we buy something, our brain releases endorphins and dopamine. Such a release can give us a sense of pleasure, albeit momentarily, Dr Jansson-Boyd says.
You might be more likely to continue buying things if you think that temporary feeling of pleasure is important, she adds, though she notes for some even just the experience of shopping can trigger the dopamine, without anything being bought.
Buying sale items increases dopamine
Dr Jansson-Boyd says purchasing items at a reduced price can increase your dopamine level.
When shoppers see a product they like with a price they perceive as “fair”, they experience a level of satisfaction in the part of the brain associated with the anticipation of pleasure, she explains.
However, if the price is perceived as “unfair”, the insula – a part of the brain that registers pain – is typically activated.
The negative impact of dopamine
It’s also important to note dopamine can have negative influence on spending behaviours, Dr Jansson-Boyd says.
For example, when buying chocolates, the release of dopamine generates what can be thought of as a reward-seeking loop.
This means that a person experiences repeated craving of a dopamine rush and repeatedly buys chocolates to experience the dopamine rush. This can lead to unwanted spending.
“As you can imagine, such ‘craving’ can also lead to fairly serious consequences if the spending is done on gambling or drugs,” she adds.
So are there ‘healthier’ alternatives to get that release?
As Dr Jansson-Boyd mentioned previously, window shopping can trigger a surge of dopamine without you needing to buy anything.
Other non-shopping activities such as eating healthily and listening to your favourite music can also trigger a similar release, she says.
Can you get out of chasing the dopamine rush?
Being aware is a good start, says Dr Jansson-Boyd, as it may “put the brakes on the shopping”.
But she notes that if the chasing of dopamine becomes an obsession, then seeking professional help is best as the consequences can be “serious”.
“However, if it is not of a serious nature then training yourself to think pragmatically about the shopping helps.
“For example, if you find that you are keen on ‘special offers’, then make sure you are equipped with information about whether you are getting a genuine bargain,” she says.
She also recommends taking a step back, going for a cup of tea or visiting another shop every time you see something you want to buy.
Dr Jansson-Boyd says: “If you still want to go back to the item, perhaps you really do want it. However, in many cases you will find that you forget about it entirely or that you are not that fussed.”
Coming up in this series:
- Tuesday: The five different types of shopping addiction
- Wednesday: ‘I was an addict – I ended up in £40,000 of debt’
- Thursday: The techniques big brands use to get us buying more, more, more
Source: Money blog: HSBC announces mortgage rate increases
