Nothing gets the dopamine going like finding that dress you’ve had your eye on for months hanging there in the store at half price, and it’s in your size too! ‘It’s fate’ you think as you march it up to the tills. Then there’s the obligatory bragging of that story to every poor person who compliments the dress after too.
“When we find a bargain, we feel like we’ve gained something valuable while avoiding the potential loss of paying full price,” says Kel. On top of that, there’s also the old classic dopamine rush we get from buying something new and shiny, “Finding a bargain activates the reward centre in our brains. The release of dopamine, a neurotransmitter associated with pleasure and reward, gives us a sense of accomplishment and satisfaction.
Finding a good buy can also be as much about gaining control as it can actually be needing the item. Kel explains that during a cost of living crisis, naturally people feel unsure and insecure about the future. We can’t control the price of bread and milk going up each time we go to the shops, but we can control buying that new kettle we need now that it’s 20% off.
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