{"id":21179,"date":"2015-04-04T14:43:29","date_gmt":"2015-04-04T21:43:29","guid":{"rendered":"http:\/\/www.arizonafoothillsmagazine.com\/afm-style-files\/?p=21179"},"modified":"2015-04-04T14:46:33","modified_gmt":"2015-04-04T21:46:33","slug":"science-explains-why-youre-addicted-to-fast-fashion","status":"publish","type":"post","link":"https:\/\/www.arizonafoothillsmagazine.com\/afm-style-files\/scottsdale-fashion-flash\/science-explains-why-youre-addicted-to-fast-fashion","title":{"rendered":"Science Explains Why You\u2019re Addicted to Fast Fashion"},"content":{"rendered":"<p>Do you find yourself frequently popping into H&amp;M or Zara, leaving the store only to wonder why you just dropped a ton of dough on an impulse purchase?<\/p>\n<p>New research reported by <a href=\"http:\/\/www.theatlantic.com\/entertainment\/archive\/2015\/03\/the-neurological-pleasures-of-modern-shopping\/388577\/\" target=\"_blank\"><em>The Atlantic<\/em><\/a> says that the brain derives pleasure in shopping for inexpensive things, causing shoppers to form an addictive and compulsory fast fashion habit.<\/p>\n<p><a href=\"http:\/\/www.arizonafoothillsmagazine.com\/afm-style-files\/wp-content\/uploads\/hm.png\"><img  loading=\"lazy\"  decoding=\"async\"  class=\" size-large wp-image-21180 aligncenter pk-lqip pk-lazyload\"  src=\"https:\/\/media.arizonafoothillsmagazine.com\/afm-style-files\/wp-content\/uploads\/2015\/04\/22094613\/hm-2-80x47.jpg\"  alt=\"h&amp;m\"  width=\"750\"  height=\"444\"  data-pk-sizes=\"auto\"  data-pk-src=\"http:\/\/www.arizonafoothillsmagazine.com\/afm-style-files\/wp-content\/uploads\/hm-750x444.png\" ><\/a><\/p>\n<p>The article cites a 2007 study, where researchers examined the brains of shoppers as they bought clothes. The brain\u2019s pleasure center immediately lit up once shoppers came across a desirable item. When the item\u2019s price was shown, the brain kicked into a cost-benefit analysis, where the medial prefrontal cortex weighed the purchase decision and the insula processed the pain of cost, determining \u201cthe immediate pleasure of acquisition and an equally immediate pain of paying.\u201d<\/p>\n<p>However, if a shopper found something on sale or determined that she found a bargain, the brain\u2019s pleasure center was triggered once again encouraging the purchase.<\/p>\n<p><a href=\"http:\/\/www.arizonafoothillsmagazine.com\/afm-style-files\/wp-content\/uploads\/Screen-Shot-2015-04-04-at-5.42.42-PM.png\"><img  loading=\"lazy\"  decoding=\"async\"  class=\" size-full wp-image-21181 aligncenter pk-lqip pk-lazyload\"  src=\"https:\/\/media.arizonafoothillsmagazine.com\/afm-style-files\/wp-content\/uploads\/2015\/04\/22094615\/Screen-Shot-2015-04-04-at-5.42.42-PM-80x82.jpg\"  alt=\"Screen Shot 2015-04-04 at 5.42.42 PM\"  width=\"636\"  height=\"652\"  data-pk-sizes=\"auto\"  data-pk-src=\"http:\/\/www.arizonafoothillsmagazine.com\/afm-style-files\/wp-content\/uploads\/Screen-Shot-2015-04-04-at-5.42.42-PM.png\" ><\/a><\/p>\n<p>&#8220;You see this a lot with clothing\u2014it&#8217;s what\u2019s called &#8216;transactional utility,'&#8221;\u00a0says Tom Meyvis, a professor of marketing at NYU\u2019s Stern School of Business and an expert in consumer psychology.\u00a0\u201cPart of the joy you get from shopping is not just that you bought something that you really like and you\u2019re going to use, but also that you got a good deal.\u201d<\/p>\n<p>Sure, fast fashion is great for seasonal trends, a last-minute accessory for a party or clothing item you know has a weeklong maximum-wear. Though your brain may think it\u2019s finding a bargain by snagging a handful of clothes and accessories for under $100, you have to decide if quantity offsets quality for the sake of both your closet and wallet.<\/p>\n","protected":false},"excerpt":{"rendered":"Do you find yourself frequently popping into H&amp;M or Zara, leaving the store only to wonder why you&hellip;\n","protected":false},"author":18,"featured_media":21181,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[3],"tags":[3659,3160,1294,3658],"class_list":{"0":"post-21179","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-scottsdale-fashion-flash","8":"tag-fast-fashion","9":"tag-featured","10":"tag-hm","11":"tag-zara","12":"cs-entry","13":"cs-video-wrap"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Science Explains Why You\u2019re Addicted to Fast Fashion<\/title>\n<meta name=\"description\" content=\"Do you find yourself frequently popping into H&amp;M or Zara, leaving the store only to 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