It’s the drugs talking

img_1738Several years ago, I saw a fascinating TV show on retailing. If my memory serves me correctly, it was called Buyology.  One of the most interesting segments reported on the stress of shopping and Holiday shopping especially.

When you are under significant stress, the body creates the steroid, cortisol, to help you deal with  the situation.  It is your body’s chemical behind the “fight or flight” mechanism.

Another characteristic of cortisol is that you can test a person’s cortisol level using a simple oral swab, so researchers went out and swabbed people’s mouths during stressful events to measure the stress caused by certain events.

The researchers tested combat pilots; it seems they have high stress levels in when being shot at.  (Only a governmental program would spend a lot of money to find that result.) They also tested Holiday shoppers at a major mall the weekend before Christmas.

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