Why Costco Taunts You With High-End Luxury Items

Why Costco Taunts You With High-End Luxury Items

Heather at The Greenest Dollar read How We Decide by Jonah Lehrer earlier this summer, and it made her see Costco in an entirely new way. The point behind all that crazy luxury stuff for sale at Costco isn’t just to sell it, she says; it’s to prime your brain with feel-good dopamine so that you’re far more likely to splurge on the more affordable items deeper in the store.