Sales make consumers feel better, neuroscience shows

The psychological benefits of sales, including reduced guilt and the pleasure of a good deal, are key drivers for consumers, according to neuroscience experts. Lorenzo Dornetti of Neurovendita Lab explains that sales provide scheduled shopping opportunities, mitigating guilt, and the perception of a lower price enhances the buying experience. This is particularly important in uncertain economic times. Businesses are adapting, offering loyalty programs and installment payments to encourage spending, as consumers tend to postpone non-essential purchases during periods of economic instability.