Think buying sits at the center of this dementia and brain health question.
We often hear people say, “Treat yourself!” or “You deserve it.” These phrases pop up in ads, on social media, and even in conversations with friends. But have you ever wondered why buying something can make us feel good—or even make us feel like we’re being good?
At its heart, this feeling comes from a mix of psychology and the way our brains are wired. When we buy something new, especially if it’s something we really want or need, our brain releases chemicals that give us a little rush of happiness. It’s similar to the feeling you get when you accomplish something important or receive praise.
But there’s more to it than just a quick mood boost. Society plays a big role too. From an early age, many of us are taught that having certain things—like the latest gadgets or trendy clothes—means we fit in or are successful. Advertisements reinforce this idea by showing happy people using products and suggesting that buying them will make your life better.
Another reason is what psychologists call “social proof.” We look at what others around us are doing and often follow their lead without realizing it. If everyone seems to be buying a particular item or shopping at certain stores, we might feel pressure to do the same so we don’t miss out or seem out of touch.
Marketers know all about these feelings and use them to shape how products are sold. They create stories around products that connect them with positive emotions—like happiness, belonging, or success—so that buying feels like an act of self-care or self-improvement rather than just spending money.
Sometimes shopping can also be a way for people to reward themselves after working hard or going through tough times. In those moments, making a purchase isn’t just about getting an object; it becomes symbolic of treating yourself well.
All these factors together help explain why so many people believe that buying equals being good: because our brains react positively to new things; because society tells us owning certain items is valuable; because seeing others do it makes us want to join in; and because marketers work hard to link purchases with positive feelings about ourselves.
This belief isn’t always logical—sometimes what makes us happy today doesn’t last long-term—but understanding where these feelings come from can help us make more thoughtful choices about when and why we decide to buy something new.
For more, see NIH MedlinePlus — dementia.
