Tuesday, June 8, 2010

Neurotransmitter Dopamine & Shoes





A branding expert for Fortune 100 companies says that when we try on any kind of apparel, there's some serious mood-boosting going on. "The neurotransmitter dopamine is released, providing a feel-good high. The dopamine increases until you swipe your credit card. Usually, the high then flatlines, and guilt starts creeping in.....". This is exactly how I felt when buying these two pairs of beautiful heels. However the expert follows by pointing out that "... except, that is, when the item you are purchasing is a pair of shoes. Shoppers rationalise shoes as a practical buy - something they can wear multiple times a week - so they hold on to that pleasurable feeling longer". This explains why I decided to go for two pairs and felt good with the purchase.