- "From the evolutionary perspective, the human brain evolved to feel first and think later," says neuroscientist and marketing consultant Terry Wu. The part of our brain that controls emotions (the limbic system) and the part that deals with rational thought (the frontal cortex) can send conflicting signals, which leads to bad decision-making.
- Stress, easy access to online shopping platforms, and other factors cause the limbic system to overtake the frontal cortex as we seek instant gratification. Retailers cater to our emotional brain so that we shop more, but there are ways to resist the manipulation.
- "The important thing is to create some barriers between our desire to shop and shopping," says Wu, who suggests establishing designating shopping days, using physical activity to lower stress, and seeking support from friends.
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