When we go shopping there is a virtual tug of war going on in our brains.   By the time we make it to the checkout counter our brain has successfully outweighted the pleasure of purchasing the item over the pain of spending money or potential debt that can be a result of overspending.

These are the findings published in the latest edition of Neuron. The study, conducted by an eclectic think tank includes  both psychologists and economists.

Economist George Loewenstein, PhD, of Carnegie Mellon University tells