The stereotype of women going nuts in a shopping mall may be less of a stereotype than we’d like to think.
German scientists analyzed activity in various parts of the brain, particularly those associated with rational thought. They found that the activity there was overwhelmed by the emotions and pleasure centers.
He said: “The more expensive the product, the crazier the shoppers get. And when buying really expensive products, the part of the brain dealing with rational thought has reduced its activity to almost zero.”
“Bargain hunters are driven by emotional thought, not by common sense. The stimulation of the emotional centres shows that shopping is a stress relief. People do not have to think, and the brain rewards them with pleasurable feelings. By shopping, they are bypassing stress and just going with the pleasurable flow,” he added.
For what it’s worth, it’s not just a female phenomenon.
The scientists also found men experience a similar loss of control when offered the chance to buy electrical gadgets, fast cars and computer games.
I wouldn’t plan on using this as an excuse to your spouse, however. “I just couldn’t help myself” rarely seems to work, no matter how the science may back you up.
They didn’t study the pain centers in men at the same time? What a wasted oppurtunity.