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You've probably noticed that in a lot of stores,
你可能已經注意到了，在很多商店，
they make you run through a gauntlet of candy bars, nail clippers, and phone chargers
你在付錢并逃離到外界之
before you can pay and make your escape into the outside world.
會路過一大堆糖果棒、指甲鉗和手機充電器。
Maybe you wonder who buys all that stuff.
你可能會好奇誰會買這些東西。
Or maybe you're already unwrapping a candy bar you had not planned to buy.
或者你可能已經打開了原本不打算買的糖果條。
Those bins are just one of the tricks retailers use to get you to impulse buy,
這些箱子只是零售商讓你沖動購物的伎倆之一，
where you purchase something without planning for it in advance.
沖動購物是指你買了事先沒有計劃買的東西。
That means you are spending more money than you were originally going to,
這意味著你花的錢比最初打算得要多，
so you can see why stores would try so hard to get you to do it.
這樣你就能明白商店為什么如此努力地讓你去購物了。
But whether their tricks work depends a lot on your personality,
但他們的伎倆是否奏效很大程度上取決于你的個性，
and how your brain reacts to perceived gains and losses.
以及你的大腦對感觀得失的反應。
Impulse buyers tend to be impulsive in general, which isn't too surprising.
一般來說，即興購物者往往是沖動的，這并不奇怪。
In a 2016 survey of nearly 1500 people,
在2016年對近1500人的調查中，
those that said they were likely to spend a hypothetical windfall impulsively
那些說自己可能會沖動地花一筆假想橫財的人
also reported higher levels of other impulsive behavior, like binge drinking and unprotected sex.
也報告了其他的沖動行為，比如酗酒和不安全性行為。
And a lot of psychologists think these choices come down to the same thing: a battle between parts of your brain.
很多心理學家認為，這些選擇歸結于同一件事：大腦各部分之間的斗爭。
One part, called the nucleus accumbens, activates in proportion to how excited you'll be to have that new thing you want.
大腦有一部分叫做伏核，它的激活程度與你對新事物的興奮程度成正比。
It's the same region that activates for what are known as primary reward drives, things like food and sex.
該區域也會激活主要的獎勵驅動，比如食物和性。
Another part of the brain, the insula, has a big reaction to something else: the price.
大腦的另一個部分，腦島對其他事物——價格反應強烈。
The bigger the price, the more the insula activates.
價格越高，腦島就越活躍。
Psychologists call this reaction the "pain of paying"
心理學家把這種反應稱為“付錢的痛苦”，
because the insula also activates when we expect to be hurt physically,
因為當我們預期身體受到傷害，
and when we're exposed to negative things like horrible smells.
以及我們接觸到負面的事物，比如可怕的氣味時，腦島也會被激活。
Meanwhile, a third region, the mesial prefrontal cortex, also plays a role,
與此同時，第三個區域中央前額葉皮層也起了作用，
it, too, reacts to the price, activating when you think you've gotten a good deal.
它也會對價格做出反應，當你認為自己得到了一筆好交易時，它就會活躍起來。
Researchers are able to do a pretty good job predicting whether someone will make a purchase by comparing activation in these three regions.
研究人員可以通過比較這三個區域的激活程度來很好地預測某人是否會進行購買。
But not everyone's brain reacts the same way to the same deal,
但每個人的大腦對同一件事的反應都不一樣，
which has led some psychologists to think that we all fall on a spectrum of "pain of paying",
這使得一些心理學家認為我們都處于“付錢的痛苦”的范疇，
basically, how much spending money bothers us.
它主要是指花多少錢會讓我們煩擾。
On one end are the spendthrifts, who just don't really feel that pain.
范疇的一端是花錢大手大腳的人，他們并沒有真正感受到那種痛苦。
They think nothing of spending some extra money if they've got it.
他們覺得如果得到了它，多花點兒錢也沒什么。
That's what it's there for, right?
這就是它的目的，對吧？
On the other end are the tightwads, who will wait until the last minute to pull out their wallets,
另一端是吝嗇鬼，他們會等到最后一刻才掏出錢包，
even for things they definitely need, for them, the pain of paying is more like the agony of paying.
即使這東西是他們絕對需要的，對他們來說，付錢的痛苦更像付錢的臨死掙扎。
And I know this personally. I sweat, I get hot, I get my armpits go.
我個人了解這一點。我會出汗，變得很熱，會露出腋窩。
It's, like, the least comfortable I ever am.
它就像我最不舒服的時候。
Spendthrifts are naturally impulsive buyers, and not necessarily because they have more money to spend.
消費無度的人是天生的沖動買家，這并不一定是因為他們有更多的錢可以花。
A 2007 survey of over 9000 people found those at the spendthrift end of the spectrum had more credit card debt.
2007年一項針對9000多人的調查發現，那些消費無度的人有更多的信用卡債務。
But even though tightwads don't like spending money,
盡管吝嗇鬼不喜歡花錢，
they're more vulnerable to certain types of tricks designed to get them spending money they don't intend to.
但他們更容易遭受某些類型花招的攻擊，這些花招讓他們支付本沒打算花得錢。
That's because they really feel anything that reduces their intense pain of paying.
這是因為他們真能感覺到能減輕他們強烈支付痛苦的事物。
Since spendthrifts aren't pained anyway, ploys to reduce pain don't work as well on them.
因為揮霍無度的人怎么都不會痛苦，所以減少痛苦的策略對他們并沒有相同效果。
For example, in one 2007 study, researchers asked 538 college students
例如，在2007年的一項研究中，研究人員詢問了538名大學生
if they were willing to pay a five dollar fee to get overnight delivery on a new purchase.
是否愿意支付5美元的費用讓新購買的商品隔夜送達。
But for half the people, they called it the "small five dollar fee" to reduce the pain of paying.
但他們在一半人面前把該費用稱為“小五美元的費用”，以此減少他們支付的痛苦。
That one word didn't matter to the spendthrifts at all, about the same amount paid the fee either way.
這一詞對揮霍無度的人來說根本不重要，無論哪種方式，支付的費用都差不多。
But just describing the fee as "small" made the tightwads feel much better about paying the price,
但僅僅將費用描述為“小”就能讓吝嗇鬼對付錢的感覺好很多
about three times as many thought that it was worth it to get the delivery overnighted.
大約三倍的人認為隔夜送達是值得的。
What? Excuse me, I have to go make some changes to DFTBA.com.
什么？打擾一下，我也要對DFTBA.com作出一些改變。
Other research has found a similar effect with using credit cards,
其他研究發現使用信用卡也有類似的效果，
which are thought to reduce the pain of paying by keeping the actual, physical money out of sight and out of mind.
人們認為，通過讓實際有形的金錢遠離人們的視線，排除在大腦之外，可以減少付錢的痛苦。
In a shopping study on 125 students,
在一項針對125名學生的購物研究中，
paying by credit card instead of cash didn't affect the spendthrifts' buying behaviors at all,
信用卡而非現金的支付方式根本不會影響揮霍者的購買行為，
but tightwads were more willing to spend money on unhealthy stuff they didn't need.
但是吝嗇鬼更愿意把錢花在不需要的不健康東西上。
Those candy bar displays don't really reduce the pain of paying in any way,
這些糖果條展品無論如何也不能真正減少付錢的痛苦，
so they're probably not the type of trick that will get the tightwads spending more.
所以它們可能不是讓吝嗇鬼花更多錢的花招。
But sticking a bunch of tempting chocolate in front of the spendthrifts passing through? That might get some cash.
但要在揮霍者的面前擺一堆誘人的巧克力呢？這可能會得到一些現金。
Your spending habits may also be influenced by another personality trait,
你的消費習慣也可能受到另一種人格特征的影響，
whether you're what psychologists call a "maximizer" or a "satisficer".
不管你是心理學家所說的“最大化者”還是“滿足者”。
For maximizers, decision making is never easy.
對最大化者來說，做決定并不容易。
If a maximizer needs a new computer, for example, they might open up a spreadsheet,
比如，如果他們需要一臺新電腦，他們可能會打開一個電子表格，
and find all the computers on the market, and start listing things like price, processor speed, hard drive capacity.
找到市場上所有的電腦，并開始列出價格、處理器速度、硬盤儲存空間等事項。
They're gonna watch a bunch of YouTube videos on a bunch of different YouTube channels.
他們會在很多不同的YouTube頻道上看很多YouTube視頻。
They'll weigh everything that might be important before making their final choice.
他們會在做出最后選擇之前權衡所有可能重要的事項。
A satisficer is the kind of person who says, "y'know, I just need something that I can watch YouTube videos on"
滿足者指的是這樣的人：“你知道的，我需要一個能在上面看YouTube視頻的東西。”
and they get the first thing that fits that description.
他們會得到符合這一描述的第一件物品。
In other words, they go with the first thing that satisfies their requirements.
換句話說，他們遵循的是滿足自己需求的第一事項。
It shouldn't come as a shock that satisficers tend to spend money more impulsively,
滿足者更傾向于沖動花錢，這并不令人驚訝，
because they make purchases more quickly than maximizers.
因為他們買東西比最大化者快。
But the funny thing is, there's lots of research that suggests that maximizers aren't as happy with what they buy,
但有趣的是，很多研究表明最大化者并不喜歡他們買的東西，
and they regret their purchases more.
他們更為自己的購買物品后悔。
It's like, once they put so much thought into that mental spreadsheet of all their options,
這就像，他們一旦在大腦電子表格的所有選擇中花了很多心思，
they have trouble leaving it behind.
他們就很難將它拋之腦后。
So making your spending decisions quickly might mean you spend more than you intended, but it isn't all bad.
所以快速做出消費決定可能意味著你花得錢比打算得要多，但也不全是壞事。
In the end, whether you're a spendthrift or a tightwad, or a maximizer or a satisficer,
最后，無論你是一個揮霍無度的人還是一個吝嗇鬼，無論你是一個最大化者還是一個滿足者，
there are some things that you can do if you want to check your impulsive spending.
如果你想檢查自己的沖動消費，可以做這些事情。
If the pain of paying matters to you, you can try ditching the credit cards and paying in cash.
如果支付的痛苦對你很重要，你可以試著拋棄信用卡，用現金支付。
Lots of studies show that using cash slows down spending
許多研究表明，使用現金會降低支出，
because it forces you to literally watch the money as it's in your hand and then not anymore.
因為它迫使你看著手中的錢流出。
Or, if you see something you think you want, consider waiting before you actually buy it.
如果你看到了自己想要的東西，在真正購買之前考慮一下。
Understanding that having your hands on something
理解把手放在某物上
sets off that feel-good reward excitement in your brain might help you resist the urge.
會讓大腦釋放感覺良好的獎勵興奮可能會幫助你抵抗欲望。
Then you can see if you're still thinking about it later on.
然后看你隨后是否仍在考慮它。
This has been SciShow Psychology.
這就是心理科學秀。
If you want to learn more about how companies try to hack your brain to maximize sales,
如果你想了解更多關于公司如何侵入你的大腦以實現銷售最大化的，
you can check out our video on how ads are designed to persuade you.
可以查看我們的“如何設計廣告來說服你”那期視頻。
