Got a headache? Go shopping!

Kennings research covers the use modern functional magnetic resonance imaging to see what's going on in our brains while we process brand and marketing information.
Which parts of our brain are involved, when we decide a purchase?
The ventromedial prefrontal cortex is a centerpiece for processing emotional decisions and the study shows, that this area has a significantly reduced activity when a strong brand is involved. And the striatum on the other is activated when we decide the trustworthyness of a brand or branded information. That's right where the dopamin receptors are. That explains, why shopping for leading brands makes happy.
Read more here:ideas.repec.org