ere's nothing like the feeling of snagging a pair of sexy heels half off—or is there? According to a new study from the University of Michigan, the pleasure you get from shopping is akin to how you feel after sex. I like shopping as much as the next shoe-addicted woman, don't get me wrong—but this research has me as surprised as if I'd found out I could actually afford Louboutins.
Researchers used facial tracking technology and scanned shoppers' brain activity to find that scoring an item activated the regions in the brain controlled by dopamine—the same areas that light up during and after sex. The more the shopper liked or wanted the item, the more those pleasure regions lit up. And if the item was on sale? Let's just say those regions were as colorful as Christmas trees.
So many thoughts: If shopping sends the same pleasure signals to our brains as sex, has science found the easiest, most nonsexual way to cure a sex slump? And what does it say about us—and our sex lives—if we get as excited about a sale as we do when we're between the sheets with the man or woman we love?
What do you think about the research? Do you personally feel as happy shopping as you do in the afterglow of a sex session? What makes you happier: sex or shopping?
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