We have all done it. You have a hard day, you see something fascinating online, and you think “I deserve this.” You click buy. You feel a rush of excitement.
But have you noticed that the excitement disappears almost as soon as the package arrives? This isn’t just about willpower. It is how your brain works.
It’s All About the Chase
The urge to impulse buy comes from ‘dopamine’, a chemical in your brain that makes you feel good.
Here is the trick your brain plays on you: Dopamine spikes when you are thinking about buying the item, not when you actually get it. The excitement is in the “hunt.” Once you own it, that chemical rush goes away fast. You are left with less money and an item you might not even care about next week.
How to Stop the Cycle
To stop this, you need to slow down. You need to make buying things a little bit harder.
- The 72-hours Rule: If you want to buy something expensive, force yourself to wait 72 hours (3 days). Usually, the “I need this now” feeling will go away by then. This gives your brain time to think clearly.
- Delete Saved Cards: Don’t let your phone or computer remember your credit card numbers. If you have to stand up, find your wallet, and type in the numbers, you have time to ask yourself, “Do I really need this?”
Treating yourself is fine. But make sure you are buying something because you truly love it, not just because your brain wants a quick buzz.
VahishtaInvest 