Transcript for New Research Says Shopping Can Give You a High
Next in the "Heat index," the science of shopping. New research finds we get a powerful high from shopping. You won't believe what it can do to your brain. ABC's Mara schiavocampo has the story. Finding a good deal makes me really happy. Reporter: What woman doesn't love to shop but what if we told you shopping can give you the same pleasure as sex? I love this. Reporter: To find out how that's possible we mounted a gopro on 30-year-old Alex Roberts. I'm excited to be shop to be honest. Reporter: To see what's going on inside her brain as she hits the stores. I love this. This is amazing. Reporter: According to analysis provided by the facial tracking company inviso she is on a shopping eye. Her eyes are wide and alert. Mouth slightly open. These are all signs that the pleasure center in her brain is lighting up which experts at the university of Michigan say is comparable to the joy felt after having sex. They were also surprised to learn something else. There's this pain that's associated with spending and to the best we could tell there seems to be this trade-off. It's a weighing of pleasure versus pain. Reporter: Was that the case for Alex? I need a denim shirt. Reporter: Alex's quick tightening of the lips and scanning items indicates she's disappointed and feeling stress according to facial tracking experts. All right. Your receipt is in the bag. Reporter: The facial tracking results show a higher stress level indicating she may have felt compelled to buy the clothes because they were cheap. Retailers use dozens of tricks that lure customers to buy more. These stores are set up to set off your brain in the pleasure center. They're hitting something in our human behavior that gets you to want to buy. We call it here buying yourself happy. Okay, I'm in love with this but it's an extra small so we'll see if this fits. The lights, the music, immersing yourself in the feel good experience. Reporter: But Alex says learning the science behind her shopping habits won't deter her from getting that fashion fix. For "Good morning America," Mara schiavocampo, ABC news, new York. There's a reason why they call it retail therapy, right? There you go. I guess. But there is a guilt afterwards, I agree. Sometimes -- there's a fine line -- You get the high and crash with the low. Trying all these connections. I think a lot of guys saw the headline shopping is as good as sex and running to the mall. Next up on our "Heat index."
This transcript has been automatically generated and may not be 100% accurate.