Scientists at Stanford used fMRI to watch what parts of the brain becomes activated while shopping.
The researchers found that when the participants were presented with the products, a
subcortal brain region known as the nucleus accumbens that is associated with the anticipation of pleasure was activated.
When the subjects were presented with prices that were excessive, two things happened: the brain region known as the insula was activated and a part of the brain associated with balancing gains versus losses - the medial prefrontal cortex - was deactivated.
The deactivation part could help explain why so many irresponsible people (quit looking at me that way) overspend.
Brain Caught Shopping [Scenta]
