I’m not sure we needed the fMRI to prove it, but your brain feels pleasure when it finds something it wants to buy. And that pleasure gains steam if you can make the purchase for what seems like a cheap price. Stores are using that data to create offers you can’t refuse. From The Atlantic: The Neurological Pleasures of Fast Fashion. (I’ll settle for the neurological relief of wearing the same thing every day.)

+ Your brain better enjoy it while it lasts. The days of the 40 percent off sale could be numbered.