Buying is Painful

I haven't noticed myself to experience any pain while I am shopping, but who knows what happens in my brain while I am browsing the shelves with shoes and bags. According to the latest research by George Loewenstein, high pricing causes higher activation levels in a brain areas associated with pain. But it is not just what's ever pricing we are talking about. There are a few interesting exceptions here. First of all, the pain we experience doesn't depend on the amount we are supposed to pay, but on the context of transaction. The perceived fairness or unfairness of the deal creates the painful reaction. The reaction doesn't occur when we buy the luxury goods, like cars.

Read more on Neuromarketing blog here and here