With the advancement of digital commerce and the bombardment of offers during Black Friday, consumption has ceased to be merely a rational choice and has begun to involve neurological processes related to pleasure and reward. This is explained by psychologist Leonardo Teixeira, a specialist in behavioral addictions and founder of the Final Play program, which is focused on treating gambling addiction.
According to him, the same brain mechanism that drives a gambler to seek the next win is activated when a consumer sees a limited-time promotion.
“Black Friday doesn't just sell products; it sells dopamine. The brain reacts to the anticipation of a reward even before the purchase. Phrases like ‘only today’ or ‘last units’ create a sense of urgency that reduces rational decision-making ability.”, explains Teixeira.
A survey released in November by the National Confederation of Shopkeepers (CNDL) and SPC Brasil reveals that six out of ten Brazilians make impulse purchases online, and four out of ten spend more than they can afford. Key triggers include flash sales, free shipping, and limited-time discounts. The study also indicates that 35% of consumers have delayed bill payments due to these purchases, and nearly half acknowledge emotions such as happiness and a sense of reward as motivations for spending.
Meanwhile, research conducted by the Social Psychology Laboratory at PUC-Rio reinforces the relationship between emotion and consumption. The study indicates that positive emotions, the search for belonging, and immediate pleasure are among the factors that increase impulsive buying among Brazilians.
For the psychologist, the data reinforce what clinical practice already demonstrates: impulsive consumption is an emotional reaction, not a rational one. “It's not about need, it's about stimulation. The more quick rewards the brain receives, the more it relies on that circuit to feel good.”, says.
The expert also draws attention to the emotional toll and the cycle of regret that accompanies impulsive purchases.
“The pleasure of buying lasts minutes; the guilt can last months. It's the same pattern of euphoria and frustration seen in other compulsive behaviors.”, complete.
To prevent consumption from becoming a trigger, Teixeira recommends simple control measures:
- Plan what is truly necessary before the promotions;
- Avoid making purchases when you are tired, anxious, or sad;
- Set spending limits and record everything that is purchased.;
- Replace the impulse with activities that also release dopamine, such as exercise, reading, or rest.
“The problem is not feeling pleasure, but depending on it all the time. Self-control is when the individual chooses the stimulus and the moment, not the other way around.”, concluded Teixeira.
