I am sure you have noticed that when you go to the grocery store near your home, the one you have been to a thousand times before, you are not really engaged in the activity itself. However, take a trip to a grocery store in, say, Tokyo, and suddenly shopping for groceries is a very engaging activity! You gawk at the interesting fresh foods they sell, you giggle at the funny foreign food brands, you buy different treats to try that you have never tried before. What fun!
But why? Why is it that, no matter how hard you try, you can’t muster this “new experience,” in your local Wal-mart?
Turns out that neuroscience and psychology have the answer.