Cash not Leave
Why do we make more purchases when paying card rather than cash?
Why do we make more purchases when paying card rather than cash? American neuropsychologists led by Stanford University professor Brian Knatsona (Brian Knutson) imposes various test items (disks, sweets, books), reported their price, and then questioning the intention to purchase a product, and at each stage of a magnetic resonance imaging of the brain. It turned out that the message about the price activated cortex associated with the experience of loss and sadness. If the price was too high, and a person decides not to buy your favorite thing, increased activity of brain regions associated with pain perception. Purchase - this is a compromise between the immediate pleasure of owning and reducing injuries from parting with money, says Brian Knatson. The card separation process makes more money symbolic and acts as "anesthesia" when experiencing loss.