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slash UK slash AI for people. 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 consumer behaviors.

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

...