R.I. scans show that when people are shopping, the nucleus accumbens, a seat of pleasure in the brain, lights up, as does the insula, a pain center.

• 核磁共振成像的扫描结果表明，人们在购物时，大脑中控制愉悦的所在地伏隔核和痛苦中心脑岛都会兴奋起来。