fromPsychology Today
3 days agoThree Tricks to Control Your Shopping and Spending
Paying is painful. This is not just a figure of speech. A brain-scanning study by Brian Knutson and colleagues found that seeing high prices activates the insula, a brain region usually associated with pain processing. Further, insula activation discourages spending. This was one of several studies showing that parting with money causes psychological discomfort. Even more important, the more explicit the act of paying, the larger the discomfort and the less likely you are to complete the purchase.
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