Your Brain on Shopping

That rush you feel when you find a great deal or buy something new? It's real. Shopping triggers dopamine release in your brain, the same chemical that makes you feel good when you eat chocolate or get a notification on your phone.

The Tricks You're Falling For

The anchoring effect is huge. When you see a shirt marked down from $80 to $40, your brain processes that as a $40 savings, not a $40 expense.

Fighting Back

The good news is that awareness is half the battle. Wait 24 hours before any purchase over $50. Unsubscribe from promotional emails. Make a list before shopping and stick to it.

It Gets Easier

The more you practice intentional spending, the easier it becomes. Your brain can be retrained.