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We all know how thrilling it feels to snag a bargain. Your pulse starts racing, your breathing gets heavy, your toes curl ... The feeling is positively, well, naughty. And according to new research from London's University of Westminster, that's because it is. Scientists have found that bagging a good deal turns the brain on the same way that sex does, which explains why you tend to buy items if they're on sale or discounted.

Their initial conclusions suggest that deals which stimulate shoppers most are also the ones flying off shelves. The research, which monitored eye movements and emotional responses in the body to consumer products, found that getting a coupon or free gift with a loaf of bread excited shoppers as much as pornography.

Yep. That's right. Bread.

Finally, our dangerous addiction to sandwiches explained.