shopping should be a stressful process. We are parting with resources in exchange for an item that may or may not meet expectations. But, neurologically, shopping engages our brain in the same region as sex or appetite that produces the feeling of pleasure. We are managing two contradictory sensations. While considering the product, one part of the brain engages expecting the joy of ownership. When contemplating the cost, another section is at work evaluating loss of funds. The expectation of the product providing pleasure mediates with the rational side evaluating cost. When a subject decided
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