A new study has found that shopping can be just as stimulating and exciting as sex. Scientists have revealed the physiological effects of shopping on the human brain, revealing how “inspired shopping” can deliver moments of long-lasting brain highs that are similar to sexual intercourse. The researchers analyzed gamma brainwaves associated with extreme pleasure, dividing the shoppers into two categories; "inspired shoppers", who bought clothes to feel good, and "Shop-y-cats", who buy things to fit in.
According to the data, 84 percent of "inspired shoppers" have experienced a "buyer high" at the checkout, similar to a Formula 1 driver navigating a track — and twice that of "Shop-y-cat" who simply buy things to fit in. Shop-y-cat shoppers, on the other hand, felt exhausted, with a cumulative 30 percent increase in mental fatigue every ten minutes while shopping.
