Studies Show: Shopping Triggers Same Emotional Arousal as Sex

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They don't call it retail therapy for nothing—a new study out of the University of Westminster has found that shopping, using a gift certificate, or getting a discount triggers the same type of emotional arousal as sex.

Emotional arousal was monitored in 50 volunteers with special equipment iMotion, analyzing eye movement and emotional response in the body. The analysis was done on a 10-point scale. Rates between 5 and 7 correspond to the state of sexual stimulation. This type of excitation was also observed when people were given a gift, gift coupon, discount coupon, or when they were offered to take part in some favorite promotional event happening in the shop.