Depends on your brains’ metabolic activity really…
Guess what is happening inside your noggin while you are pushing your trolley through Woolworths this Christmas? Dopamine…dopamine is happening. Once nicknamed the Kim Kardashian of neurotransmitters. Dopamine is the media’s neurotransmitter of choice when it comes to addiction, pleasure and of course- shopping.
When shopping, the reward system of your brain is activated as dopamine receptors in your brain ‘light up’ at the anticipation of reward and promise of happiness. This chemical response is commonly known as ‘shopper’s high’.