Who doesn’t love a good bargain? 

But with Black Friday over and done with and Cyber Monday in full swing, it has us wondering; why do people love a discount so much? 

According to Cathrine Jansson-Boyd, a consumer psychologist from Anglia Ruskin University, the answer actually lies in our brain chemistry and the emotions tied to shopping.  

“When we see a price tag that we perceive as a good deal, the part of our brains that deals with pleasure (the nucleus accumbens) is activated,” Jansson-Boyd wrote for RTE.

This activation, combined with the release of dopamine, a neurotransmitter associated with feelings of happiness and reward, creates a powerful emotional response.

Dopamine doesn’t just make us feel good, it also drives our behaviour. 

“When people see pictures of things they wish to buy, the region of the brain with dopamine receptors is activated,” Jansson-Boyd says. 

This reaction becomes more intense when the item is on sale. It delivers what she describes as a “dopamine hit” that feels exciting and satisfying.  

This chemical response explains why shopping, particularly when bargains are involved, can feel so rewarding. It also shines a light on why we might find it difficult to resist a tempting discount.

Dopamine plays another role in our love of bargains: it makes us more impulsive. 

As Jansson-Boyd explained: “Dopamine also makes people more impulsive in their decision-making, and it is easy to understand why consumers get excited about discounts.”  

Retailers often exploit this biological tendency with strategies like limited-time offers or flashing sale signs, which increase the urgency to buy. 

These tactics increase the rush of dopamine and create a sense of pressure that can make it hard to think rationally about whether we truly need the item.  

Despite the powerful chemical reactions happening in our brains, Jansson-Boyd says it is possible to resist the pull of a bargain. 

“Consumers can in fact restrain themselves not to fall for the appeal of a bargain. However, it does take some self-control,” Jansson-Boyd advises.  

In actual shops, she recommends a simple strategy: take the item with you and walk around for a while. 

“Over time, the urgency of your initial reaction will subside. And as the rush settles, you are likely to feel less compelled to buy it.”  

For online shopping, the same principle applies. 

“Stop for a moment, move away from your screen and do something else for a while to let the urge to bag a bargain reduce a little,” she suggested. 

This pause gives your brain time to process and can help you decide whether the purchase is truly necessary.  

Jansson-Boyd’s advice also shows the importance of mindfulness when it comes to shopping. 

She explained: “Whatever the item, and however big the discount, you may end up realising that it's not as essential to your life as your brain initially thought.” 

This simple reflection can save consumers from buyer’s remorse and help them make more intentional purchases.  

At its core, bargain hunting taps into a deeply ingrained biological response, giving us a sense of accomplishment and joy. 

However, as Jansson-Boyd insisted: “The good news is that consumers can resist their biological urges.”

By pausing and reflecting before making a purchase, shoppers can still enjoy the thrill of finding a deal without succumbing to impulsivity.  

In the end, understanding the psychology behind bargains allows us to appreciate the experience while staying in control of our spending. 

So the next time you’re tempted by a steep discount, take a step back and think: is it really a bargain if you don’t need it?

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