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| Dopamine can cause someone to get caught up in the shopping moment and make bad decisions. Dr. Berns of Emory says dopamine may help explain why someone buys shoes they never wear. You see the shoes and get this burst of dopamine, says Dr. Berns. Dopamine, he says, motivates you to seal the deal and buy them. It's like a fuel injector for action, but once they're bought it's almost a let down. 多巴胺能让有些人沉迷于购物，做出错误的决定。埃默里大学的伯恩斯说，多巴胺可以解释为什么一个人购买鞋子后却从来不穿。他说，看到这双鞋时，多巴胺大量分泌。他说，多巴胺会刺激你的购买欲望。就像是行动的催化剂一样，但一旦购买行为完成后，其浓度便会下降。 Dr. Berns and his colleagues have devised studies to simulate novel experiences to better understand when and why the brain releases dopamine. In one set of studies volunteers reclined in an MRI scanner while a tube trickled drops of water or sweet Kool-Aid into their mouths. Sometimes the Kool-Aid drops were a predictable pattern, while other studies used random drops. Notably, when the Kool-Aid was predictable the brain showed little increased activity. But the scans showed a high level of activity when the Kool-Aid was given at random. This indicates that the anticipation of the reward - whether it's Kool-Aid or a new dress - is what gets our dopamine pumping. 伯恩斯博士和他的同事设计了一套研究方法，模拟这种新奇的体验，以了解大脑何时分泌多巴胺，以及分泌的原因是什么。在一组研究中，志愿者被接上了核磁共振扫描仪，同时一个试管将水或Kool-Aid变色甜饮料滴入他们的口中。在一些研究中，按照可预测的模式滴入Kool-Aid饮料，而另外的研究则采用随机方式。值得注意的是，当Kool-Aid饮料是可以预测的时候，大脑的活动几乎没有增加。但扫描仪显示，当随机滴入Kool-Aid饮料时大脑的活动会大大增加。这显示出预期结果──无论是Kool-Aid饮料还是新衣服──正是促进我们多巴胺分泌的原因。 Because the shopping experience can't be replicated inside an MRI scanner, other researchers are using electroencephalogram, or EEG, monitors that measure electrical activity in the brain to better understand consumer-shopping habits. Britain's Neuroco, a London consulting firm, uses portable monitors, strapped on to shoppers, to produce brain maps as a way to understand consumer buying habits. The brain maps show a marked difference in the brain patterns of someone just browsing compared with a consumer about to make a purchase. 由于购物体验不能在核磁共振扫描仪中复制，其他研究人员使用了脑电图测量大脑中的电流活动，以更好地了解消费者的购物习惯。英国伦敦的一家咨询机构Neuroco使用捆绑在购物者身上的便携式监视仪来产生脑电图，作为了解消费者购买习惯的一个方法。脑电图显示出了在随意观看之人和准备购物之人的脑电图之间有着显著不同。 Shopping is enormously rewarding to us, says David Lewis, a neuroscientist and director of research and development. But Lewis also notes that stressful holiday crowds, poor service or the realization that you've spent too much can quickly eliminate the feel-good effects of shopping. 神经学家兼研发主管戴维•刘易斯说，购物对我们极为有益。但他也指出，节日期间拥挤的人群、恶劣的服务和你已超支的现实会迅速消除购物的良好感觉。 Knowing that shopping triggers real changes in our brain can help you make better shopping decisions and not overspend while in a dopamine-induced high. For instance, walking away from a purchase you want and returning the next day will eliminate the novelty of the situation and help you make a more clear-headed decision. 了解购物在我们大脑中引发的实际变化能在多巴胺值升高时帮助你作出更好的购物决策，并避免花费超支。比如，从想购买的物品前走开，而第二天再来将会消除对它的新奇感，从而有助于我们更加清醒地做出决定。 |
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