# Professor Jacob Jacoby explains how businesses can foster impulse buying

1 Faculty News December 1, 2015 ![The New York Observer logo](/sites/default/files/styles/246w/public/assets/images/con_031425.jpg?itok=M8Yo_3hA)>

Excerpt from [The New York Observer](http://observer.com/2015/12/must-have-art-the-brain-science-behind-the-sudden-splurge/) -- "'Businesses often use words like "limited", "rare", and "only one left" in order to create panic in the brain,' says NYU Stern Business School professor of consumer behavior Dr. [Jacob Jacoby](http://www.stern.nyu.edu/faculty/bio/jacob-jacoby), who spoke to the Observer by phone. 'They trigger a reaction called "Loss Aversion"; when you’re more concerned with losing something than gaining something.'"

[Read more](http://observer.com/2015/12/must-have-art-the-brain-science-behind-the-sudden-splurge/)