Pulse buying

A story on tonight's A Current Affair attempted to identify the psychology behind shopping, women and shopping - of course! This psychologist man on the television was telling us how we shop based on emotion and you could measure the emotional responses women receive in their brains in the activity of shopping for clothing. Clearly this man has no woman in his life because he wouldn't need a nice shiny laptop to do this, he could just go shopping with her. So instead he provides $500 to two women and proceeds to measure their responses to shopping and purchasing for the mere cost of having them wear what looks like a black plastic bathing cap with spikes sticking out of it and a plastic pair of goggles that make them look like something between a scuba diver and a martian. I think $500 was a bargain and maybe he knows more about shopping than he realises. So off the martians go wandering from shop to shop with the probes pulsating from their brains back to our man's receptive emo shopper software. He shows excitement as he reads a spike in the graph as the woman walks towards the counter with her purchase. He relates her increase in heart rate to the purchase. I relate it to, she is in public and looking like a dickhead. So the general upshot of this piece of nothing story was that women only purchase goods based on emotion. What would have been a more balanced view is if the story had also followed the husband returning from the supermarket with 3 pineapples "but they were on special". Same thing, just a different fruit.