Why we buy

While the practice might be primitive, the science of shopping is a sophisticated business. Neuroscientists are using brain imaging to gain insight into how people make decisions, including what we buy.
They have discovered that emotion and value are handled by the same part of the brain, with researchers from Duke University determining that this shared link makes us more likely to impulsively buy things, even if we don’t need them or can’t afford them.  Sydney Morning Herald – Read more…