Knowing your brain will control your buying decisions in ways you don't want, but that doesn't mean your mind will not work at all.

You can always take a look at your consumption choices and find unnecessary savings that can be saved.

You may think that you dominate every shopping decision.

However, neuroscientists disagree.

In the cool: brain

In the book "how to promote the economy and shape the world", Stephen Kurz and Antti Asp explained that there are three "pleasure mechanisms" that drive you to every shopping.

Your instinct to survive is also an unfortunate consequence of driving expensive impulse spending, especially in the face of food.

Kurtz and aspirin have cited a study from California Institute of Technology.

In the study, the researchers placed snacks in front of participants and asked them if they were willing to spend money.

These snacks.

For comparison, they also showed snack pictures to the participants or reported the names of these snacks, such as "potato chips".

According to the survey, the proportion of participants willing to spend money is higher than 40-60% in the current snack situation.

This is because you can see that snack touches the survival response and encourages them to consume (and eat).

In fact, survival is not the only pleasing mechanism when facing the food.

The mechanism of habitual pleasure is to evaluate behavior itself, not its consequences.

Kurtz and ah spp wrote.

Take a cup of coffee in the morning as an example.

If you have a cup of coffee that is hard to swallow this morning, it doesn't mean you won't want to drink coffee again after you get up early in the morning.

In fact, it is very likely that the place where you work is serving free and hard coffee, but you will still drink it.

This is because your brain is evaluating

Rather than drinking coffee.

So if you want to save money by giving up Starbucks, you will have to work hard.

This part of the brain is responsible for helping you cope rationally, making wise decisions, but it also slows you down.

"In the supermarket, your goal pleasure mechanism is responsible for making a list at home, and then carefully looking for items in the budget."

Kurtz and aspirin explained, "but if you ever went shopping in a grocery store with a person who had to spend 10 minutes entangled in what kind of salad dressing to buy, and mumbled the strengths and weaknesses of different brands and condiments, you could see the mechanism of goal pleasure."