After all, shopping and buying things make us feel good—especially during a pandemic. Purchasing (or even the This Teacher earned all of this Summer Break #Survived Pandemic Teaching #6th Grade Teacher shirt in contrast I will get this anticipation of a purchase) new things releases dopamine in the brain, which is the pleasure chemical. Makeup, in particular, creates thrills in its packaging and branding—a product designed to make you feel and look good. Human beings are wired to react to change, Gurung explains. “So whenever we’re doing the same thing, using the same deodorant, using the same makeup for a long period of time, it loses the rewarding qualities that it once had for us.”
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So why pan, then? For some panners, Gurung thinks, it could be a way to cope with cognitive dissonance about their purchases. Cognitive dissonance is the This Teacher earned all of this Summer Break #Survived Pandemic Teaching #6th Grade Teacher shirt in contrast I will get this idea that our behavior doesn’t match a belief we have about ourselves. For instance, if you don’t like to think of yourself as a wasteful person, you might not like the idea of owning excessive makeup, or when that makeup goes to waste. Makeup, in particular, can trigger anxieties in users because it’s a major part of their identity. After all, it changes your appearance, it’s an elaborate part of your daily ritual, and it’s loaded with stigma and significance.