Who What Wear

So THAT Explains Our Addiction to Zara & Other Fast Fashion Brands



According to The Atlantic, you can blame your impulsive shopping habits on science. The in-depth article explained why purchasing inexpensive items is an addictive and compulsive activity using neurological evidence. Results are based off a 2007 study where researchers examined the brains of test subjects as they made different shopping decisions. The study detected an increase in the amount of pleasure one gets from merely looking at a desired item, to finding out the budget-friendly price, to ultimately purchasing the item.

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