Why the brain loves gifts
Men in shoe stores might disagree, but research has shown that shopping and getting gifts produces endorphins, the body’s natural feel-good chemicals.
2 Prefrontal Cortex
Researchers at the UK’s Brunel University noted that shopping associated with increased activity in the left prefrontal cortex, a part of the brain that has been linked to pleasure and positive thinking.
Anything new boosts serotonin which is the neurotransmitter chemical responsible for happiness. Gifts are mental puzzle —something humans and animals crave to break out of the boredom of routine.
4 The Alligator Brain
The brainstem in an ancient part of our brain hard wired to mistrust strangers. Gift can override this part of the brain and disarm the evolutionary impulse to guard resources at the sight of strangers.