Plenty of Brits would rather find an absolute steal than settle down for a night of action with their significant other, new research suggests. And bagging bargains triggers pleasure in our brain chemistry
Brits are more turned on by bagging a bargain than bonking. A survey has revealed that we’re hotter for half-price hummus than our other halves. New findings have revealed that cut-price shopping and the discount aisle provide more pleasure than nookie with a partner.
The study, by VoucherCodes, revealed 41% get their biggest rush from bargain shopping, compared to 37% who chose sex. Professor of Consumer Psychology Cathrine Jansson-Boyd said sales trigger a dopamine high that rivals sex.
She said: “Bagging a bargain isn’t just financially satisfying – it triggers a proven feel-good response.
“When consumers see a product they like, with a price they think is good, they experience a level of satisfaction that is associated with an activation in a part of the brain – the nucleus accumbens – that is linked to the anticipation of pleasure.
“It is the pleasure that ultimately makes them buy something.
Professor Jansson-Boyd said the thrill of the ‘chase’ was like a treasure hunt.
She added: “Shopping for a bargain is a bit like a treasure hunt.
“The unpredictability of not knowing whether you will actually find anything heightens anticipation levels and generates a dopamine release – and the higher the anticipation, the more pleasure you feel.”
Zoe Morris, savings expert at VoucherCodes, added: “Discounts can spark the same feel-good chemistry as some of life’s, ahem, other indulgences – so we’ve partnered with top retailers to create an exclusive line-up of ‘dopamine deals’, designed to make everyday purchases feel like pure pleasure rituals.
“From your morning coffee to your Friday night treat, we’re here to keep the happy hormones flowing and the bargain buzz going.”
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