Psychologist: November Sale "trap" Recruit dopamine and fear of missing out-urgent

Psychologist Faisal Al-Ajyan warned against unconscious drift behind Psychology directly.

He showed that modern marketing has become dependent on stimulating emotions and arousing a sense of “unrepeatable opportunity,” more than relying solely on price, which prompts the consumer to make a purchase decision under the pressure of momentary emotion instead of actual need.

Al-Ajyan explained the biological mechanism behind this rush, pointing out that the reward centers in the brain secrete the substance “dopamine,” which is responsible for a feeling of happiness.

He added that the process of purchasing during offers stimulates this secretion temporarily, so the consumer feels pleasure and victory, but this feeling is often followed by a feeling of remorse or guilt after the end of the event.

He pointed out that companies use images, advertisements, music, and even colors in electronic stores to activate this unconscious psychological response among consumers.

Al-Ajyan added that these offers do not only target the desire to save, but rather “play on the fear of missing out” (FOMO), which is a state of anxiety that prompts individuals to make immediate decisions without sufficient thought, which leads them to buy products that they do not actually need.

He warned that this behavior, which is common in modern societies, creates subsequent financial and psychological pressure on individuals, and may develop in some cases to become a form of “purchasing addiction” as a way to escape anxiety or improve Mood.

He noted that the effect of the discounts extends to “social comparison pressure,” as some feel that they have to buy to be part of the event, which creates hidden tension and a feeling of inferiority among those who do not participate.

Al-Ajjan called on consumers to adopt “psychological consumer awareness” that begins with realizing the true motives before purchasing, stressing that the best way to avoid temptations is to make a specific list of actual needs in advance, and to consciously distinguish between need and desire.

Al-Ajjan concluded that the November offers, although they are an economic opportunity, represent a “psychological test” of the ability to control desires. He stressed that true happiness does not lie in buying, but in controlling the desire for it, calling for every purchase to be based on a calm and aware decision, not on temporary emotional stimulation.