Time Callebaut (28) is a PhD student in Marketing at KULeuven. “Even I’m not immune to Black Friday. If you need something — roughly — those discounts are tempting.” According to Timpe, it is normal that we are so addicted to buying things. “When you buy something, dopamine is released in your brain. This gives you a good feeling, but even that feeling wears off quickly. We want to experience that feeling again as soon as possible and this can lead to compulsive buying behavior. Research has It is It’s also been shown that buying things makes people happy, not owning them. We’re constantly looking for that rush.” But shopping can also have a positive effect. “Retail therapy it is sometimes applied to people who feel they have no control over their lives. So short-term shopping can help you feel better. So you have control over your purchases for a while.”
