Holiday shopping is in full swing and the only thing better than getting the perfect gift is finding a bargain when you're doing it.
Psychologists say finding a good deal isn't just good for your wallet, it's good for your brain.
One expert says it's like hitting a target or goal we really want.
"It feels like a big victory and that victory lights up the reward centers in our brains and it reinforces that activity so we're much more likely to do it again," Dr. Scott Bea said.
Dr. Bea says that feel good shopping is a phenomenon called 'intermittent reinforcement.'
When you're rewarded occasionally, it releases even more chemicals to the brain than everyday satisfaction.
We enjoy that peak and are compelled to begin the process all over again.
Doctors: Finding bargains is good for your health