In a Washington Post article, writers Janet Bodnar and Carmen Huddleston contend that Americans are “born to spend.” They support that idea with research from Carnegie Mellon University that says the anticipation of buying something you want creates a pleasure response in the brain.
“In their heart of hearts, Americans seem born to spend."
Conversely, the research discovered that the thought of paying a high price for the item creates a pain response.
The result is that more people are shopping for things on sale and spending more in discount stores.
Saving money is great, if you’re buying what you truly need. If you congratulate yourself for the deal you scored on something unnecessary, it’s not a bargain at any price. Before you go shopping for anything, keep in mind what you already have and treat the pleasure centers of your brain to some other activity.
Read the article here http://www.washingtonpost.com/wp-dyn/content/article/2010/07/10/AR2010071000153.html
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