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.

“How Costco Primes Us To Spend More Money…” [The Greenest Dollar] (Thanks to Kimberly!)
(Photo: Heather Levin)

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