Shopping as a Contact Sport

The psychology behind mall madness.
2:04 | 11/23/12

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Transcript for Shopping as a Contact Sport
Long been called Black Friday of course. But the black guys the bruises the typical chaos has now turned down -- dangerous so how did we get to this point. ABC's -- Davis tonight inside this extreme shopping. This hunt for a steal. What a lot like survival of the fittest and he is really just the pursuit of that Black Friday deals. Watches the quest for prepaid cellphones in Jordan turns into a post Thanksgiving feeding frenzy. Forget table manners this Wal-Mart shopper literally chomping at the bit. Appears to end up with someone handed her mouth. Wal-Mart says no one was injured but this mob mentality isn't surprising to psychologists who study this frenzy Black Friday phenomenon. I think it is definitely the -- terror. -- -- mentality I'm gonna go out and I'm gonna hunt for the best deal. It's like to say that stores with their door buster deals -- limited time sale only -- creates an urgency and shoppers and need to beat the system and adrenaline -- that somehow -- Battling these crowds -- All the more worthwhile. -- might explain why in the midst of all this Black Friday chaos is people are actually smiling. Study found perceived competition creates positive emotions that -- -- an -- -- to get. The more playful and exciting -- shopper feels. Along lines that Morales. Is higher -- it -- by the government that is what they -- out on Black Friday. While many women consider shopping on Black Friday is traditionalist Turkey on Thanksgiving. But some -- it doesn't seem quite as important field. Really like I -- descended into hell. A couple. Putting it mildly Lindsey Davis with us here in the second -- -- crowd is pretty impressed here's the big question you -- a lot of experts today you can find these -- deals closer to the holiday thing. It's true studies have shown it again and again that some of these same deals -- -- Black Friday your gonna build a fine leader. And in some cases even better as we get closer to Christmas.

This transcript has been automatically generated and may not be 100% accurate.

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