Why it's so hard to resist holiday sales (and how to try)

The Science of Sales: How Discounts Affect the Brain

Sales can be good depending on one's budget and need for an item. Consumer neuroscience studies the brain's response to discounts and the field of neuromarketing explores how companies use this knowledge to sway consumers. When encountering a discount, the brain experiences a sense of urgency, scarcity, imaginative anticipation, and fear of missing out (FOMO). Shopping without a plan, list, or budget is ideal for stores, as the emotional part of the brain dominates the rational part. Anticipation and pleasant memories play a major role in driving purchasing decisions, while stress and cognitive overload can impair rational decision-making. Sales create a sense of urgency and scarcity, triggering impulsive buying. Stores use various techniques like decoy pricing and suggested prices to influence purchase decisions. Although experts suggest making shopping lists, researching prices, and giving oneself time to cool off, it is challenging to resist the allure of sales.