Dopamine and buying behaviour
“buying makes me happy”
how dopamine can overrule rational thinking
Dopamine, a neurotransmitter, known as the “feel-good” hormone and part of your reward system. It gives you a sense of pleasure. It also gives you the motivation to do something when you’re feeling pleasure.
Everyone’s heard of retail therapy, shopping which makes us feel happier. This sense of happiness we feel when we purchase something new can be attributed to dopamine.
When we decide to buy that very dress you saw on that influencer you follow on Instagram, brain cells release dopamine, which leave you feeling great, fueling your instinct to continue to shop, even when your rational mind may sometimes say that you can’t afford it!
“Our emotional brain wants to max out the credit card, even though our logical brain knows we should keep it in the bank”
Professor David Laibson
What’s interesting is that levels of dopamine are increased when we anticipate the purchase. In that time we envision what the new dress may bring us, “I will have what she has and so I will be like her” bringing you social status, confidence, and everything you envisioned that influencer has.
Mirror Neurons & Dopamine at work
Let’s take a scroll through your Instagram feed,… as you’re scrolling, you suddenly stop; a post shared by an influencer at a dinner, hosted by Dior during fashion week, has caught your eye. She’s wearing the most beautiful dress and is surrounded by other popular influencers and creators who are wearing outfits from the same collection. As you continue to zoom into the picture, you can’t stop thinking about the delicately constructed pleated playful sheer dress and how you envision yourself in it. You see yourself as being popular, desired, confident yet elegant and at the center of attention.
As you zoom out, you can’t help but tap on the shopping icon on the image, as you’ve navigated your way through Instagram shopping your dopamine levels soar. As you’ve pressed “Continue to checkout” and clicked on next day delivery, you can’t wait to wear it and be part of the Dior family.
Between dopamine creating that euphoric anticipation for reward and your mirror neurons making you feel just like how you perceive others, confident, desired and popular, you rational mind stands no chance.
Oh and good luck next time you’re scrolling, and zooming into pictures you’ll be drawn back for another shot of pleasure and reward.