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购物何以使人愉快

来源: 时间:2008-03-14 13:46:24
  When Wazhma Samizay and her friends have a bad day, they go shopping, a ritual dubbed retail therapy.
   当瓦扎玛•萨米泽以及她的朋友们心情不好时,她们便会去购物,还把这戏称为“购物疗法”。
  
  When you are shopping to buy a gift or get something for yourself, either way it's kind of a treat, says Samizay, who three years ago opened a Seattle boutique named Retail Therapy. The concept of the store was about finding things that made people feel good.
   萨米泽说,当你逛商店,给自己买件礼物或其他什么东西的时候,都像是一种治疗。三年前,她在西雅图开了一家叫做“购物疗法”的专卖店。她说,这个商店的理念就是发现让人们感觉良好的事物。
  
  
  Science is now discovering what Samizay and many consumers have known all along Shopping makes you feel good. A growing body of brain research shows how shopping activates key areas of the brain, boosting our mood and making us feel better - at least for a little while. Peering into a decorated holiday window or finding a hard-to-find toy appears to tap into the brain's reward center, triggering the release of brain chemicals that give you a shopping high. Understanding the way your brain responds to shopping can help you make sense of the highs and lows of holiday shopping, avoid buyer's remorse and lower your risk for overspending.
   现在,科学研究证实了萨米泽和许多消费者早已发现的道理:购物可使人心情愉悦。越来越多的大脑研究结果显示,购物行为是如何刺激大脑的主要区域,改善情绪以及让我们心旷神怡的──至少暂时如此。浏览一个装饰好的节日橱窗或寻获一件市面上少见的玩具似乎会开启大脑的反映中心,刺激大脑化学物质的释放,使你达到购物的兴奋状态。了解你的大脑对购物做出反应的方式有助于你了解节日购物的高峰和低谷,避免购物后的自责和减少花费过高的风险。
  
  Much of the joy of holiday shopping can be traced to the brain chemical dopamine. Dopamine plays a crucial role in our mental and physical health. The brains of people with Parkinson's disease, for instance, contain almost no dopamine. Dopamine also plays a role in drug use and other addictive behaviors. Dopamine is associated with feelings of pleasure and satisfaction, and it's released when we experience something new, exciting or challenging. And for many people, shopping is all those things.
   节日购物的许多乐趣都同大脑中的化学物质多巴胺有关。多巴胺对我们的身心健康发挥着至关重要的作用。比如,帕金森病患者的大脑内就几乎没有多巴胺。多巴胺还在吸毒和其他成瘾行为中发挥着作用。多巴胺还与愉悦和满足感有关,当我们经历新鲜、刺激或具有挑战性的事情时,大脑中便会分泌多巴胺。对许多人而言,购物就属于这类事情。
  
  You're seeing things you haven't seen; you're trying on clothes you haven't tried on before, says Gregory Berns, an Emory University neuroscientist and author of Satisfaction The Science of Finding True Fulfillment.
   埃默里大学(Emory University)神经学家兼《满意:寻找真正满足的科学》一书的作者格利高里•伯恩斯说:“你看到的是你以前没有看到过的事情;你试穿的衣服是你以前没有试穿过的。”
  
  University of Kentucky researchers in 1995 studied rats exploring unfamiliar compartments in their cages - the laboratory equivalent of discovering a new store at the mall. When a rat explored a new place, dopamine surged in its brain's reward center. The study offers a warning about shopping in new stores or while out of town. People tend to make more extraneous purchases when they shop outside their own communities, says Indiana University professor Ruth Engs, who studies shopping addiction.
   肯塔基大学的研究人员在1995年研究了白鼠对放于笼子中的陌生小隔间的反应,这同人们在购物中心发现一家新店铺的情况类似。当白鼠发现新场所时,大脑反应中心的多巴胺分泌急剧增加。这项研究可以警示那些在新商店或陌生地区购物的人。研究购物成瘾行为的印第安纳大学教授鲁思•恩格斯说,人们在所居住社区之外的其他地区购物时会更加挥霍无度。
  
  But MRI studies of brain activity suggest that surges in dopamine levels are linked much more with anticipation of an experience rather than the actual experience - which may explain why people get so much pleasure out of window-shopping or hunting for bargains.
  
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