Shopping could be more stimulating than SEX, according to a pioneering neuroscience study.
Scientists have today unveiled the physiological effects of shopping on the human brain, revealing how “inspired shopping” can deliver moments of prolonged highs in the brain comparable to sexual intercourse.
Experts isolated the secrets to better browsing by analysing Gamma brainwaves which are scientifically linked with higher mind-states of creativity and extreme pleasure.
Partnering with mind-tech experts, MyndPlay, the data unveiled some astounding insights about how Brits can put the inspiration, satisfaction and pleasure back into shopping.
According to the data 84 per cent of Inspired Shoppers experienced a ‘buyers high’ at check-out, comparable to a Formula 1 driver finishing a circuit – and twice that of their “Shop-y-cat” counterparts – who just buy things to “fit in”.
Shop-y-cat Shoppers, on the other hand, felt exhausted, with an accumulative 30 per cent increase in mental fatigue every ten minutes while shopping.
The results also show Brits can train their brains to stay in the inspiration zone and shop better by staying present, still and calm.
Rob Hattrell, Vice President of eBay UK, said: “Shopping is personal. It’s a reflection of what makes you, you.
“eBay is encouraging Brits to reject the boring and beige, and to stop shopping like everybody else. Instead, we want shoppers to be bolder and express their individuality.
“This fascinating research gives great insight into the highs that can be achieved when you hit the zone of inspiration and shop like nobody else.”
Self-confessed ‘Shop-y-cats’, which make up nearly half of the population, admit to often buying items for themselves simply to fit in and ‘keep up with the Joneses’.
Mostly men, these, shop-y-cats experienced a short-lived rush at check-out after making a purchase, observed behavioural psychologists.
More than four in five Shop-y-cats also felt the pressure to fit in whilst browsing increased mental fatigue by 30 per cent every 10 minutes.
This is in sharp contrast with Inspired Shoppers who embrace a more intuitive approach, purchasing unique things they truly want, as an expression of their individuality.
Brain monitors showed that 84 per cent of Inspired Shoppers experience a prolonged mental high, nearly twice that of shop-y-cats and comparable to sex or aa Formula 1 driver finishing a race.
But it seems shoppers are out-of-practice when it comes to experiencing retail euphoria.
When asked to find a unique item, 89 per cent of participants found it mentally laborious.
However, the study uncovers that getting into the inspiration zone and achieving optimum enjoyment, simply requires shoppers to maintain a mindstate of being present, still and calm.