NPR's Joe Hernandez contributed to this report. Your internal accountant just needs a moment. "A little bit of time can go a long way." In fact, this is what stopped Barraza from buying that gaming system: Standing behind about 20 people in line to check out, he had time to ponder whether he actually wanted the thing or was simply swept up in the excitement of a sale. Our intern is Chloe Connelly and our supervising producer is Tara Boyle. you have a shot at basically saying, 'No, I think I'm going to pass,' even though that wasn't your first inclination." Hidden Brain is hosted by Shankar Vedantam and produced by Maggie Penman, Jennifer Schmidt, Rhaina Cohen, and Renee Klahr. "The more you spend time thinking and bring your cognitive processes to bear. "The ability to think can override the emotional state," says Yoon. The main thing is give yourself time to cool off from your instant reaction. Another is to research items - beforehand or on the spot, checking online - to weigh whether the sale really is a good deal. One buying strategy experts recommend is to make a shopping list in advance and then, stick to it. And Barraza underscores that prices are subjective, so a discount may be unattractive to one person but appealing to another. Shoppers walk past sale signs on Black Friday 2022 in Alpharetta, Ga.ĭeals and sales certainly can be good and useful. All this gets especially heightened if it's something you're predisposed to like - say, the same Kia Soul you've enjoyed for years. Anticipation might have you imagining how great life would be with this new thing if you had it. Spotting something you'd like to to buy activates your brain's reward circuitry. "The human brain has essentially evolved to feel first and think next," says Carolyn Yoon, who studies consumer neuroscience at the University of Michigan. When you shop, there's usually a standoff in your brain between what can be described as its emotional and rational parts. How a sale works its way through your brain Why is it so hard for the human brain to resist a discount? What's the deal with deals? This big-ticket example illustrates all the dynamics that play out when any of us fall for a sale. "And unfortunately, that day, that voice was a little bit quieter than it oughta have been." "You know it's that kind of voice in the back of my head that's like, 'Are you being a sucker?'" Schurevich says. Thomas and Elizabeth F.Business Roll your eyes, but Black Friday's still got it. "Creating bizarre false memories through imagination," by Ayanna K. "A picture is worth a thousand lies: Using false photographs to create false childhood memories," by Kimberley A. "Reconstruction of automobile destruction: An example of the interaction between language and memory," by Elizabeth F. The Cognitive Aging and Memory Lab at Tufts University This week on Hidden Brain, how we remember, why we forget - and the simple lessons we all can learn to make our memories sharp and vivid. Hidden Brain is hosted by Shankar Vedantam and produced by Jennifer Schmidt, Parth Shah, Rhaina Cohen, Laura Kwerel, Thomas Lu, and Camila Vargas Restrepo. They extend into serious settings, like the criminal justice system, where we constantly ask people to make recollections or remember things under oath. Hidden Brain is hosted by Shankar Vedantam and produced by Parth Shah, Jennifer Schmidt, Rhaina Cohen, Thomas Lu, Laura Kwerel, and Camila Vargas Restrepo. And the implications of this extend far beyond how we recall our childhoods or where we left our keys. What Thomas and other researchers have found, over and over again, is that our recollections are fallible. They were never there - but when the boy tried to "remember" the photo years later, he came to think he was. A manipulated photo of a boy and his dad in a hot air balloon.
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