Researchers have observed that viewing expensive and luxury brands such as Gucci or Lewis caused intense irritation in forehead lobe area in the brain. The anterior lobe is the most important part of the brain’s development. Especially in humans, this area has become extremely expansive. Personality content, discovery, emotions, concentration, judgment, speech, and voluntary movements are the functions of this part of the brain. The forehead lobe has the highest number of dopamine-sensitive neurons.

According to a study, when examiners were seeing luxury brands that were sold at high prices, the two regions of the brain were activated. And a lot of oxygenated blood in those parts flowed and showed that the pleasure of having such a luxury product has contrast with the perception of why buying such a luxury and expensive product at all. But when the same goods were shown to them at a lower price and discount, the signs of conflict and tension would decrease and at the same time the sense of pleasure would increase.

Another study was conducted by Stanford University professors in collaboration with the California Institute of Technology using the FMRI device, they were asked of the 20 participants to express their pleasure of drinking with different prices. The researchers, with a trick, offered two glasses of these drinks twice, Of course, one with a high price tag, and another with a regular price tag, the results were interesting and showed that when the price is more, they enjoyed more of that product.