The Beauty Brains are counting down to Feb 14th with new Science of St. Valentines Day posts. Only 5 days left!

Did you ever get a crummy stuffed animal or a cheap box of Valentines Day chocolates and wonder if your boyfriend barely bothered to stop off at the convenience store on the way to pick you up? His behavior may be explained by a new research study.

The study, published in the Journal of Consumer Research (via ScienceDaily), shows that when it comes to picking presents, buying behavior changes based on how early the shopping is done. As Feb 14th (or any gift-giving deadline) approaches, our boyfriend’s brains tell them to stop trying to find the perfect gift that will make us happy and just pick up something to keep us from getting pissed off.

OK, I’m paraphrasing here, but the study was very interesting. You can follow the link above to read all about it. Now, if you’ll excuse me, I gotta email a guy and remind him that I like Gustaux Chocolate Truffles, not M&Ms.

This study applies to women too - are you guilty of last minute sloppy shopping? Come on, be honest and leave a comment for the rest of the Beauty Brains community.