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Study shows couponing creates emotional, physical response

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    Research: Respiration rates fell 32%

  • Duration 3:20
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Are welcome back to holly season often linked to stress from shopping a party feels some of that stress to get the life but new research showing the coupon -- can actually ease stress.

And boost happiness levels in fact.

It's more exciting -- kissing according to this study.

-- thousand professor who conducted the study doctor -- -- director of director of the center for neural economic study to Claremont Graduate University doctor nice to see you this morning.

Like Clayton Richard we were there so why did you do this study what do you think about coupon in -- down this path.

Where you know if you're stressed out -- holiday season shopping I may have a solution for you so a couple months ago -- talk com contacted me and said.

Hey what do -- doing the brain I said the honest answer is we don't know.

So we decide to -- study in my laboratory.

We had people shop online and half but cut coupons -- -- didn't.

We took their blood we measured their body's responses to coupons.

We found is that true -- produced this big spike.

In the hormone -- -- -- associate with trust and love and bonding.

And because of that we saudis greatly reduce stress responses.

-- people or 11% happier when they got coupons.

So your bonds seemed to reduce stress during holidays at.

You're right about that I get those those value packed coupon sometimes -- would Roman almost there's nothing in there that I actually wanna might see a tidy bowl -- -- obviously do we need this but -- wouldn't even use that but I got a I got excited for I -- half before.

You even say that the -- -- -- and hormone levels.

We have a graphic -- booked 38%.

Heart rates dropped by 5%.

And those who received coupons -- 11% happier than those who did not -- doctor.

That's right and so what tells us that coupons are viewed as a gift.

Sir you're going in them through the mail or you're looking online.

Analysts had to get this dip from the retailer in you view that as a sort -- social activity.

So as we know social networks are very protective against stress so once we view coupons as -- social interaction been shopping isn't so stressful.

Now one of the things you found because we're -- sort of laughing about this but it's more pleasurable.

Maybe that's something wrong the right word you can correct me more pleasurable -- kissing.

Getting good all right actually produce a -- a bigger release of -- Sosa and then kissing.

It's a parable giving a gift in fact his bigger than a -- -- talks to us -- her wedding where we read an experiment they -- so.

This a very powerful effect it is fascinating -- our brains are such a social interaction mechanism.

That -- coupons is another kind of social interaction with any type of coupon over another that people got excited for -- did you see any coupons 50% off Wonder Bread as opposed to something free in the mail me or any difference there.

Right we -- -- additional coupons because those are actually the biggest growing segment of the -- coupon.

Area as so you've shopped online and then -- people this coupon pop up -- -- in my laboratory happ didn't.

And we just compared them to your brain responses to those two so.

Presumably works for the same if you're gonna cut coupons physically -- the same way I'm just -- -- look at the coupons on the screen right now.

-- -- You are shooting 50% off of a gorton's fish sticks and get that different there just don't consider running as you don't want to do about it but it.

But doctor Paul Zach great to have you here on this for Black Friday we appreciate it really interesting stuff there.

Survival -- show.

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