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of Shopping continued from page 86


chological ‘strokes,’ from things more closely linked to purchas- ing than boys, who tend to get theirs linked to strength, power and status. Saying, “Don’t you look lovely,” to the child in the new dress, becomes, “Don’t I look nice,” when that girl has disposable income years later. “It recreates the same posi- tive feelings,” Graves says. “Given the consumer nature of society, recreating this feel- ing is relatively easy and can become habitual.” In his research, Graves also found that a bargain causes a


feel good rush of brain chemi- cals, and telling other people gives us a reminder of that feel- ing. “Getting a good deal makes a good story,” he says, “and in the end we are little more than story telling primates. When we get a good deal, we’re the hero who has defeated the store to win the prize.” Because of this, bargain shoppers can be like gamblers, with a highly inac- curate recollection of how good they are at shopping, as they are quick to forget the mistakes. Finally, Graves notes that our


brains work by making associa- tions. “While we tell ourselves that our conscious mind evalu- ates something on the basis of certain known variables, the reality is that there’s a lot more


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that infl uences what we think,” he says. For example, when we see the wine label or the price, it triggers certain associations. “Think of it as a rough track that’s just been turned into a surfaced road,” Graves says. “Now when we taste the wine, our brain fi nds it easier to go down the road than some of the other rough tracks, and we get to the destination more quick- ly.” In the case of higher price, drinkers tend to associate this with better quality, so they fi nd it easier to like the wine more. For more information on Phil- ip Graves and his work, go to http://www.philipgraves.net. ■


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