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There you are again-you find yourself surrounded by signature items. You know you should leave, but you couldn't just drag your feet away from those magnificent luxuries. And before you know it, you are already in front of the cashier, handing over your credit cards. When you go out of the department store, you are carrying heavier bags, with a smile on your face but with regrets for purchasing such items. Undeniably, some people are really having a hard time controlling themselves from shopping. Before they know it, they are already receiving piles of letters and phone calls from credit card companies and other creditors. Their inability to control their shopping desires and behaviours can negatively affect their overall health being, cost them their jobs and even force them to move out from their homes. It's All About Dopamine The desire and excitement to purchase certain items are actually triggered by the surge of dopamine into the brain. Dopamine is still responsible for the risk which the consumer is willing to take just to obtain certain items. Many people are aware that the hormone dopamine is the primary factor which affects one's purchasing behaviour. But did you know that dopamine can also prevent you from compulsive buying thereby reducing your probability of making debts later on? What Are Dopamines Basically, dopamines are neurotransmitters produced into the brain which are associated with pleasure, feeling good and motivation. Continuous release of dopamines creates a feeling of excitement and enjoyment which reinforces a person to engage in activities which can induce such positive feelings. When released, dopamines are known to create pleasant and good feelings. Dopamines are also referred to as the 'happy neurotransmitters'. Dopamine production should be at the optimum level as low production levels of dopamine neurotransmitters are associated with conditions such as anhedonia, increased distractibility, lack of sense of attachment to other people, lack of ability to love and lack of remorse about certain actions. Also, reduced level of dopamine in the body is associated with ADHD, Parkinson's disease, alcoholism and drug addiction. How Dopamine Works The thought of purchasing bags, cosmetics and other valuable items can stimulate an increased production of hormone dopamine into the brain. This creates intense desire and excitement to purchase the items. When desire is left uncontrolled, it can trigger a person to actually purchase the items desired. This is what usually happens when dopamine is released in certain areas of the brain such as striatum and ventromedial prefrontal cortex. When dopamines are produced into these brain areas, it positively affects a person's motivation and reward. On the other hand, when dopamines are produced into the anterior insula, it can actually prevent an individual from taking the risk. When this continues, it can actually prevent creation of debt. Dopamine production also plays a role in determining a person's willingness to work as well as his work performance. Dopamine Production Can Both Encourage and Prevent Debt- How Is This Possible? When dopamines are released into the anterior insula area of the brain, it stimulates a person to weigh the cost and benefits of certain undertakings. If a person perceives that the cost of shopping or making debt is greater than the benefits he or she can derive, he or she is more likely to avoid taking such undertakings. In relation to making debt, different decisions are obtained when dopamine is produced either in striatum and ventromedial prefrontal cortex or anterior insula. When the neurotransmitter is released in the ventromedial prefrontal cortex and striatum, he perceives more satisfaction of obtaining immediate cash. Without taking into consideration its financial implications, a person will most likely to obtain debt. Whereas, whenever the neurotransmitter is released into the anterior insula, you can expect a different decision. The consumer is most likely to weigh the impacts of his actions. If he thinks that he is not willing to give up future abundance for present gains, then he is less likely to obtain debt. Basically, motivation, risk taking behaviour and decision-making strongly depend on where dopamine production takes place. According to research, the release of neurotransmitter in anterior insula increases a person's risk avoidance behaviour. On the other hand, the release of neurotransmitter in striatum and ventromedial prefrontal cortex reduces a person's risk avoidance behaviour. When dopamines are released into the anterior insula, debt is less likely to be obtained. Want FREE PDF downloads about stress, dopamine and cortisol and their effects to debt? This is a series of guides written by a health expert to guide you on how to manage your spending behaviour. Click on Debt and Dopamine to enter the free guides section.
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