Something can be obvious until a study is conducted, at which point it becomes surprising. This, for example:
Dopamine, a chemical associated with pleasure, is released in waves as shoppers first see a product and then consider buying it.
But the research shows that it is the anticipation rather than the buying itself that discharges the chemical and drives the process.
The effect of the naturally produced chemical lasts only a short time and can leave the shopper feeling let down when brain chemistry returns to normal.
That also suggests the wisdom of one-click buying and a reason for abandoned carts all up and down the Internet.
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