#impulse-buying

#impulse-buying

Paying is painful. This is not just a figure of speech. A brain-scanning study by Brian Knutson and colleagues found that seeing high prices activates the insula, a brain region usually associated with pain processing. Further, insula activation discourages spending. This was one of several studies showing that parting with money causes psychological discomfort. Even more important, the more explicit the act of paying, the larger the discomfort and the less likely you are to complete the purchase.

Black Friday used to have a very specific look: people bundled in blankets, holding warm coffee, standing in long lines outside stores before the sun came up. Some still show up for that, but most of the day has shifted online. It's less about crowds and more about scrolling in a warm bed, checking deals between tasks, and letting the hype find you wherever you are. The tradition didn't fade, it just changed shape.

Digital ads are now the equivalent of a print or out-of-home ad. Why? Because extensive neuroscience studies, conducted by Mars, show that similar to these traditional methods, marketers now only have about two seconds to capture consumers' attention in the digital realm.

This is the kind of hack that works because it's flexible and real. It helps you stick to your budget without it feeling like punishment.