WHY DOES SHOPPING MAKE US FEEL GOOD?
By James Dion
Theoretically we should feel bad when we buy things because at the same time that we're acquiring something, we're suffering a loss: the hard-earned money we forked over to pay for the goods.
Humans are two times more likely to avoid loss (or the perception of it) than seek a win. Since we see money as good, giving it up should, in theory, be viewed as bad, so why is shopping frequently viewed as pleasurable? The answer lies in the way customers perceive the purchase. Read more...