Aarron Schurevich found himself facing the ultimate test of resisting a sale. It was a new Kia Soul, just like the one he loved, at a dealership he trusted, and it was priced $4,000 off. Schurevich couldn't resist the deal and quickly purchased the car. However, the deal turned sour as hidden charges and the need for repairs emerged. Schurevich now jokes that he paid a tax for being a fool. This situation raises the question of why it is so hard for the human brain to resist a discount. The dynamics at play when falling for a sale can be seen in this example. When shopping, there is a battle between the emotional and rational parts of the brain. The brain's reward circuitry is activated when spotting something desirable, leading to impulsive buying. On the other hand, the cognitive mechanism questions the need and worth of the purchase. Sales often create a sense of victory and joy, while also appealing to our fear of missing out. Stores use various tactics to push our buttons, such as creating urgency and scarcity. They also employ pricing tricks, like decoys and suggested prices, to influence our perception of value. It is challenging to approach sales rationally, even for experts. However, there are strategies to resist impulsive buying, such as making a shopping list and researching items to evaluate the true value of a sale. Giving oneself time to think and cool off from the initial reaction can also help make a more informed decision. Ultimately, the ability to think can override the emotional state and prevent regretful purchases.