We humans are simple creatures. We live for the “buzz” – that warm feeling we get from buying a shiny new toy, or that sparkly thing we’ve always wanted. Scientists call it a shopping high, but it’s really just a chemical reaction in our brains that’s not much different to rewarding our pet pooch with a tasty treat every time he sits. It’s the dopamine rush that makes it feel so good. But, you may ask, isn’t that what it’s all about? I work hard to save money for the things that bring me pleasure. I deserve to reward myself, don’t I?