Inflated prices trigger the pleasure centers in your brain more than fair ones. Not only is the idea of buying something expensive more exciting than buying something on sale, but you'll actually get more genuine pleasure out of something expensive -- even if it's not worth the cost. A group of social scientists at CalTech and Stanford discovered this not-entirely-unexpected fact when they stuck people into MRI brain scanners and gave them several glasses of wine, assigning each one a random price.
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