Why You Keep Buying Things You Don’t Need — And What Your Brain Has to Do With It
Jun 28, 2025, 14:00
You swiped your card. Again. For something you didn’t need. Again.
And for a brief moment — before the guilt — it felt good. Really good.
Why?
Let’s get straight to it: spending money activates the same neural circuitry as eating chocolate, hearing praise, or falling in love. It lights up your brain’s reward system, and that system doesn’t really care whether the decision is wise — it just cares about the feeling.
The Dopamine Loop of Buying
When you anticipate a purchase — especially one that’s emotionally charged, like a new gadget or designer coat — your brain releasesdopamine, a neurotransmitter linked to motivation and pleasure.
But here’s the twist: dopamine spikes before the purchase, not after. It’s the anticipation that excites you, not the ownership.
In fact, a study published in Neuron found that the nucleus accumbens, the brain’s reward center, showed heightened activity right before participants made a purchase — especially when they were emotionally aroused (Knutson et al., 2007).
In short: it’s the thrill of possibility, not practicality, that drives the urge.
Emotional Spending Isn’t About Logic
The prefrontal cortex — your brain’s reasoning hub — does step in. But during emotionally charged moments (stress, sadness, celebration), it often gets overridden by your limbic system, which controls emotional behavior.
Ever heard of retail therapy? It’s real. Shopping has been shown to temporarily reduce feelings of sadness, anxiety, and boredom. A 2014 study in Journal of Consumer Psychology even found that making purchasing decisions gives us a sense of control — particularly during times of emotional instability.
So yes, spending can medicate emotions. But, like sugar or alcohol, it can also create dependence.
The Crash After the High
After the dopamine surge comes… the dip. And with it, buyer’s remorse.
Your brain’s anterior cingulate cortex — which helps detect conflict and error — activates post-purchase, especially if the cost was high or impulsive. This internal alarm system nudges you to reassess your decision, triggering guilt or regret.
And yet… it happens again. Why?
Because the brain remembers the pleasure more vividly than the remorse. It’s called positive reinforcement bias — a psychological tendency to recall rewards over consequences.
Can You Train Your Brain to Resist?
Absolutely. But it takes intention and repetition.
Here’s what neuroscience suggests:
●Recognize emotional states: Journaling or just mentally noting your mood before spending can help. Are you bored? Anxious? Celebrating? Emotional labeling helps shift activity from the limbic system to the frontal cortex, promoting rational decisions.
●Create friction: Remove saved payment info, uninstall shopping apps, or use cash instead of cards. This slows the loop between desire and dopamine.
●Rewire with healthier dopamine sources: Exercise, music, and creative hobbies also trigger the brain’s reward system — without draining your bank account.
In the End
Spending money feels good because it taps into our most ancient neural wiring — the pursuit of reward, the escape from discomfort, the illusion of control.
But knowing how your brain responds is the first step in taking that control back.
The goal isn’t to never enjoy a splurge. It’s to make spending a choice — not a coping mechanism.
