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Ah yes, it's that time of year again, and nothing says holiday like freshly marked-down merchandise! Am I right?
啊是的，还是一年中的那个时候，遇到新鲜减价的商品简直就像是过节！没错吧？
The 40's, the 50's, the 60's PERCENT sales on popguns, bicycles, roller skates, and kales!
打四折，打五折，打六折，玩具气枪、自行车、溜冰鞋和羽衣甘蓝！
Checkerboards, tricycles, popcorns, or pinwheels? Or do you just love some deals?
跳棋盘、三轮车、爆米花或风车都在降价？或者你只是喜欢某些交易（本身）？
I'm sure we've all been there, boasting about how amazing that deal was and how much money we saved on that 52 inch T.V. or pair of shoes or whatever.
我敢肯定我们都是这样，夸耀某笔交易是多么划算，还有我们买的52英寸电视或鞋或不管什么省了多少多少钱。
It happens to the best of us. But is it the new gadget that makes you happy?
这种事让我们大赚一笔。但，是你买的新玩意本身给你带来快乐么？
Or the great deal? Because Kit Yarrow, a consultant and consumer psychologist says it's the latter.
还是那划算的交易...因为消费心理学家及顾问基特·亚罗说，是后者。
She says, customers are caring all too much about the price of an item instead of valuing the item itself.
她说，顾客对商品的价格过分关心，而忽略了商品本身的价值。
Before 2008, stores naturally put items on sale at the end of a season.
在2008年以前，商店自然（只）会在季末时将商品做降价处理。
But now, there are sales through every single part of the year: 4th-of-July sales, semi-annual sales, weekly sales.
而现在呢，一年中的各个阶段都有促销活动：独立日促销，年中促销，每周促销。
You name it. There's a bargain to be hunted.
你给命名吧。（随时都）有便宜货可买。
Stores changed the psychology of shopping when they appealed to the cheaper needs of patrons during the recession.
在经济萧条时，商店满足了顾客想要买便宜货的需求，这改变了人们的购物心理。
And one Nielsen survey shows, some people like the "hunt" for a bargain.
一项尼尔森调查显示，有些人喜欢“猎取”便宜货。
And researchers say shopping a sale can trigger the same parts of the brain as love or drugs.
研究人员说，购物与爱情或毒品一样，它们会刺激相同的大脑区域。
The mere action of walking into a store can get your dopamine levels going, but much like a real addict, you go home with feelings of guilt,
仅仅是走进商店本身，就能使你的多巴胺水平上升。但这很像一个真正的瘾君子，回家时你将心怀内疚，
because like maybe you didn't need that game console, even though it was $100 off and you wanted it, sort of ...
因为也许你并不需要那个游戏机，即便它降价了100美元，但你想要它，有点...
Shopping increases activity in your nucleus accumbens -- the reward circuit of your brain.
购物会加剧伏核的活动——大脑的回报回路。
You anticipate purchases, and get excited about them, and according to at least one study, excessive prices activate circuits associated with anticipated loss.
你对购物心怀期待，购物让你感到兴奋。而且至少有一项研究表明，过高的价格激活了与预期亏损相关的大脑回路。
But a sale? That's a whole other thing. And stores know this.
但是打折？就完全不同了。商店知道这一点。
Yarrow suggests there's a greater chance of a person buying a product if they feel like they've saved, and can walk away with satisfaction at their bargain.
亚罗表示如果顾客觉得他们购买的东西省钱了，他们就更有可能去买，而且还会对这笔交易相当满意。
Again it's not about the thing.
还是一样，这与买的东西本身无关。
Even if the product is marked-up and then the price is cut; you're still happy because you believe you saved, Mom!
即便商品先涨价再降价；你仍然会很高兴，因为你相信，你省钱了，妈妈！
Basically, these sale prices are trying to convince you you're spending less than you are.
基本上，这些销售价格正试图说服你，你花的钱比实际少了。
But that's not actually so. Don't let them fool you.
但事实并非如此。别让他们糊弄你。
Next time you go shopping, try paying attention to your emotions about the thing you'er buying, not the DEAL you got.
下次你去购物时，试着把注意力放在你买的东西，而不是交易本身上。
You know, check yourself, before you wreck your credit card statement.
你知道，在你生气地撕掉信用卡账单前，先自我审视一下。
Hey there deal seekers, why don't you take a moment and subscribe, it doesn't cost a thing.
嘿，爱猎货的你，花点时间去订阅我们的节目吧，这花不了你什么（钱）。
I know I got fooled into it, but wanna know how videos games trick you into spending real money on fake stuff?
我知道我被骗了，但我想知道视频游戏是怎么骗你用真金白银换回些虚拟物品的？
Julian has that for you here, funny thing, bargain shopping can be passed down, so my Mom's love of a good deal probably corrupted me too!
朱利安在这里为你讲述，有趣的是，促销购物还会遗传，所以我妈妈爱买便宜货的特质，也可能让我沦陷！
Just pay attention, you'll be fine.
只要注意点，你会没事的。
