The Trap of "Hungry Shopping" - Why Shopping on an Empty Stomach Can Increase Your Spending by 64%

The Trap of "Hunger Shopping"—When people are hungry, they tend to buy "extra" items not only in the grocery section but also in electronics and clothing. Experiments have shown that actual purchase amounts in shopping malls increase by an average of 64% compared to when people are full, and the total number of items in the shopping basket increases by 70%. The background of this phenomenon involves a physiological mechanism where the hormone "ghrelin," secreted from the stomach, stimulates the brain's reward system, increasing impulsivity. Additionally, there's a combination of "temptations" created by culture and marketing. This article provides a comprehensive explanation of this phenomenon from the perspectives of the latest neuroscience and psychology research, a Japan-U.S. comparison, store sales strategies, and household management. Furthermore, it introduces "hunger shopping prevention techniques" that can be practiced by a diverse range of readers, including travelers, international students, and the elderly. Researchers point out that the relationship between hunger and purchasing behavior is not limited to cravings for food but has a "spillover effect" that amplifies the desire for all kinds of possessions. They explain that it is a complex phenomenon involving environmental factors such as time of day and store scents and displays. This article delves deeply into scientifically backed and experiential strategies that anyone can try immediately.