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Why We Buy Things We Don't Need
By Dr Jenny Brockis, the Brain Fitness Doctor who specialises in brain health and the science of high performance thinking (CCSS Level: Grade 7, Words: 348)
Apr 11, 2017 Style & Living
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If you spent the weekend spending money you don't have, then you're certainly not alone. And there's good reason why you probably grabbed that 50 per cent off bargain even though you don't really need it. But it's not just a case of retailers making us think we've got a bargain. Rather it's all down to how our brains work and what happens when we shop.

According to expert Dr. Jenny Bockis one of the reasons we buy things we don't need is because we have a fear of missing out. Speaking to news.com.au, Dr Brockis, who specialises in brain health, said retailers were cashing in on our buying habits.

The Future Brain author said most people got excited buying things with many feeling a great sense of control when they handed their money over.

"Our brain reacts to buying things," she said. "We either feel a sense of satisfaction or we have something we want to reward if we're buying for other people." Dr Brockis said sales were an effective tool for retailers because shoppers were far more likely to buy something they didn't need. "That thinking we got such a bargain is what retailers have really honed in on," she said. "If something is significantly discounted shoppers are far more likely to buy it, whereas if it's small discount they're not as drawn to it. Big discounts pique our curiosity. The problem is our shopping bias to pay less for a given item can blind us to the fact we actually don't need the item at all or it doesn't suit us or might be the wrong size," she said.

"When it's too expensive the part of the brain called the insula is activated helping us choose not to buy. But when that item is then discounted, the medial prefrontal cortex engages in a tug of war." According to Dr Brockis, retail therapy is pleasurable because the brain loves novelty and clever displays with colours and textures are deliberately designed to entice us. This is one of the reasons companies like Ikea have been so successful.

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ac-cor-ding

as said by


v.根据

ac-tual

real, in fact


adj.实际

aid

help


n,v.援助

ash

the powdery residue left after the burning of a substance or emitted by a volcano


n.灰

au-thor

a writer of a book or report


n.作者

blind

not able to see


adj.盲/瞎子

con-trol

operate a machine or equipment / the power to change or direct something


v,n.控制

de-signed

do or plan something for a reason


v.设计/计划

dis-counts

amounts taken off the usual cost


n.折扣

ef-fec-tive

able to produce a result


adj.有效

ex-pen-sive

costing a lot of money


adj.昂贵

fu-ture

time still to come    


n.未来

no-vel    

a book of fiction / strikingly new, unusual, or different


n,adj.小说 / 新颖 

pro-blem

something that might be harmful, needing to be solved


n.问题

re-act

behave because of something


v.应对

re-tai-lers

a business that sales goods to the public


n.零售商

re-ward

to give something in thanks for effort


v.奖励

sa-tis-fac-tion    

a happy feeling because of something that happened

 


n.满意

sig-nif-i-cant

important, standing out from the rest


adj.重大/有意义

sig-ni-fi-cant-ly

in a great or important way as to be worthy of attention


adv.显著

spe-cial

better or greater than usual


adj.特别

suc-cess-ful

reaching the wanted result or target


adj.成功

tex-ture

the feel of the surface


n.质地