We often throw caution to the cold, dark wind of December when it comes to spending. The cost-of-living crisis may slip our minds amid the razzle-dazzle of Christmas.

We just want a moment to enjoy ourselves, to forget about the winter gloom. It's natural for us to behave this way. Our brains are wired for it.

People in the UK spend, on average, an extra £700 at Christmas. The UK Office for National Statistics show increases of between 15% and 100% in the sale of books, music, computers, phones and electrical products, clothing and shoes, cosmetics and toiletries, food and alcohol in December.

But neuromarketing , a field of neuroscience that understands the way our brains respond to products, can help us to resist the urge to overspend.

The reasons we buy so much at Christmas ar

See Full Page