"Temporary Amnesia" When Shopping? Why It Happens

When we see a new item on sale, especially one we like, several psychological and neurological factors kick in, making it easy to forget we already own similar items. This reaction is rooted in how our brain processes rewards, novelty, and emotions, often leading to impulsive consumer behavior.

1. The Dopamine Reward System

When we spot an item on sale that we like, the brain’s reward system is activated. Specifically, the neurotransmitter dopamine is released, creating a feeling of excitement and anticipation. This release isn’t just about actually owning the item—it’s triggered by the potential for acquisition and the perceived deal we’re getting.

Sales often make us feel like we’re getting something unique or special, and this perception heightens dopamine levels, making the item feel more desirable. Since dopamine sharpens focus on immediate rewards, it’s easy for our brains to prioritize the opportunity over a reminder of similar items we already have at home.

2. The Impact of Novelty

Our brains are naturally wired to seek out new experiences, which enhances learning and exploration. When we see a new version of something we already own, we often perceive it as fresh and unique, even if it’s similar to what we already have.

This "novelty bias" makes us undervalue our existing items, as the new one seems more exciting simply because it’s unfamiliar. The brain’s attraction to novelty can overpower practical reasoning, often suppressing the memory of similar items at home.

3. Loss Aversion and Scarcity Bias

Sales often create a sense of urgency with phrases like “limited time offer” or “only a few left,” which taps into our fear of missing out. Loss aversion (our tendency to avoid losses rather than acquire gains) makes us feel like if we don’t buy the item now, we’re losing a valuable opportunity.

This urgency can narrow our focus and suppress other memories or rational thoughts, making it less likely we’ll remember similar items at home. Our brain sees not buying as a loss rather than considering the item’s necessity, leading to impulsive buying.

4. The Pleasure Principle and Instant Gratification

Humans naturally lean toward immediate gratification. When we see something on sale, it offers the promise of an immediate reward. This immediate satisfaction can temporarily override more rational thoughts, such as whether the item is necessary or if we already own something similar.

Our prefrontal cortex (responsible for long-term planning and impulse control) can be overridden by the limbic system, which seeks short-term rewards. This disconnect between instant desire and rational planning means we may easily ignore or forget past purchases in favor of the immediate pleasure the new item promises.

5. Memory Suppression and Cognitive Load

The brain can only hold a limited amount of information in working memory at once. When we’re in a stimulating environment (like a store or browsing online), the brain may prioritize processing new information (the sale item) over accessing past memories (the similar item at home).

Sales environments, particularly with discounts and vibrant advertising, are designed to increase cognitive load. With so much sensory input, our brain may simply suppress irrelevant memories (like older purchases) to make room for new, potentially “valuable” information.

6. Emotional Attachment and Rationalization

Sales often create a sense of “opportunity” that makes us feel smart, thrifty, and successful, boosting self-esteem. This positive emotional state makes us more likely to rationalize the purchase by focusing on perceived benefits (like the deal or novelty) and less on logical reasoning (like existing items at home).

Positive emotions lead us to focus on the present “deal” rather than the practical side. This effect is called “rosy retrospection,” where we mentally inflate the appeal of the new item and downplay any negatives, such as redundancy.

These psychological and neurological mechanisms work together, encouraging us to focus on the immediate rewards of buying a new item while suppressing memories of similar items. Our brain’s tendency toward novelty, immediate gratification, and positive emotions makes it easy to overlook or forget that we already have something similar at home. This combination of cognitive processes and emotional responses is what often leads us to make impulsive, seemingly irrational purchases.