People get pulled in by the “scarcity” signal—70% off feels urgent, so the brain flags it as a limited opportunity. That urgency triggers dopamine release, giving a quick hit of pleasure. Even if the same model is already owned, the mind looks for justification: “I didn’t see it earlier,” “others are buying it,” or “I’m catching a deal.” Social proof reinforces the impulse; the more people jump on it, the more normal it looks. The pattern you’re seeing is the brain’s way of chasing that dopamine spike while simultaneously trying to justify the extra spend. The underlying motivation is usually a mix of status, instant gratification, and a cognitive bias that says a sale is a bargain, not a mistake.

Sure, here’s a quick checklist you can run through before the next flash sale starts: 1. Set a hard spending limit and stick to it 2. Compare the new price with the model you already own 3. Check if the new features justify the extra cost 4. Look at the return policy and warranty 5. Wait 24 hours to see if the hype dies down 6. If you’re still interested, take a break, come back later and see if the urge has subsided 7. If you decide to buy, document the decision in your journal so you can review the motivation later. That should keep the excitement in check while protecting your wallet.

Sounds good—just remember the budget guard is your best ally. Good luck snagging that deal without the dopamine crash.