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It's almost Thanksgiving, and you know what that means. It's already been Black Friday for like a week.

What used to be a post-Turkey American shopping tradition has ballooned into a global phenomenon of November sales.

If you're feeling the urge to do some serious damage to your bank account this week, you're definitely not alone, and you shouldn't

blame yourself. These sales are designed and marketed to send you into a shopping spiral.

For Scientific American Science Quickly, I'm Rachel Feltman. My guest today is Catherine

Jansen Boyd, professor of consumer psychology at Anglia Ruskin University. She's here to tell us all about the psychology behind Black Friday shopping and what we can do to protect ourselves and our wallets.

Thank you so much for joining us to chat today.

Thank you for having me.

So your expertise is in consumer psychology.

Could you tell us a little bit about what kinds of questions you try to answer in your research?

So I've been really lucky in terms of my research career that I have been able to look at very many different approaches to consumerours. And generally, what I'm interested in

is trying to tap into aspects of human behaviour that really hasn't been addressed before. And this

encompasses tactile input, for an example, which when I started my career a long time ago, we knew very

little about. So how you can use touch to change people's perception. So I have done quite a lot

on that. I have also looked at how to reduce energy consumption. That's something that tends to be

...