"Shopaholic" isn't just a cutesy name for women who worship at the temple of Neiman Marcus. That rush you feel when you spot the perfect gladiator sandal? Scientists have discovered that it's caused by the brain chemicals dopamine and serotonin popping and fizzing in your own personal shopping cocktail. One hit, and you're hooked before you can say "Does this come in pink?"

The temporary euphoria of a spending spree is similar to the effect of many anti-depressants. No wonder they call it "retail therapy." A reporter for the Wall Street Journal, who went shopping while scientists monitored her physical and mental responses, discovered that even looking at an aisle of clothing caused her heart to race.

But, as you might expect, not all shops were created equal. Factors such as layout, lighting, ease of navigation, music, and the attitudes of sales assistants all affect the brain's chemical response. Bright colors and uncluttered aisles give us that happy surge; having to rummage through racks is a natural downer.

Does this mean it's okay to treat shopping as a harmless happy pill? Not quite. For one thing, consider the side effects on your wallet. Psychologists say that shopping when you're blue is more likely to land you in the red. Research subjects who were shown a depressing video were willing to fork over four times as much for the same item as people who had a watched a neutral scene. This won't be news to any woman who has found herself on the other side of heartbreak with a wardrobe full of unwearables.

The best policy? If you're really jonesing for that retail buzz, go ahead and shop till you drop. Just remember to keep the receipts.

Do you use shopping as a form of therapy?