I think marketers figured this out a long time ago.
German scientists say a woman's rational thought disappears when she goes shopping.
Researchers at the University of Munster in Germany said female shoppers simply lose the ability to think straight.
They measured the electrical activity in the part of the brain which deals with common sense and rational thought in female shoppers.
They discovered the part of the brain governing the emotions and pleasant feelings was in overdrive, says the Daily Record.
The scientists also found men experience a similar loss of control when offered the chance to buy electrical gadgets, fast cars and computer games.
This is why branding matters. It's an emotional choice, not a rational one.