How to Tell If You Actually Want It (Or Just Want the Dopamine Hit)

There's a massive difference between wanting a thing and wanting the feeling of buying a thing. For many of us, shopping is a hunt. Searching for the deal triggers the reward centers in our ancient brains. Finding the item feels like a victory. Clicking "Place Order" releases a flood of dopamine. It's a high.

But notice what happens next. The dopamine fades. The item arrives, and you feel nothing. Or worse, you feel regret.

This is because you were addicted to the acquisition, not the possession. The anticipation of the reward is stronger than the reward itself. You're chasing the buzz, and the product is just the ticket price for the ride.

How to Actually Fix It

Fast Forward Visualization

Close your eyes. Don't imagine opening the box. Imagine it's six months from now. Imagine the item is dirty. Imagine it's sitting on your floor. Imagine you have to pack it up to move apartments. Do you still feel excitement? Or does it just feel like "stuff"?

The Cart Catharsis

Sometimes, simply adding the item to your cart satisfies the hunting instinct. You "caught" it. It's yours if you want it. Try leaving it in the cart and closing the browser. Often, you'll find that the act of "capturing" it was all you really needed to scratch the itch.

Calculate the Labor

Don't look at the price in dollars. Look at it in hours of your life. If you make $20 an hour and the item is $100, ask yourself: "Is this plastic thing worth five hours of me sitting in that meeting I hate?" Usually, the answer is a resounding no.

The Bottom Line

Next time you feel that rush to buy, pause and ask yourself: "Do I want this object, or do I want the feeling of clicking buy?" If it's the latter, you can get that feeling for free by adding it to your cart and walking away. Your bank account will thank you.

Or just let us ask the hard questions for you. We're very good at killing buzzes.