Dopamine is known as the “feel-good” hormone. When an individual does something that gives them pleasure, the brain releases this hormone, activating the reward system that makes one want to do it again. People often look for that surge of dopamine, and that can come in the form of eating good food or experiencing things that they like. These experiences may also look like purchasing something to get that dopamine rush, but with prices rising globally, it might not be wise to spend all that money on items that one might not need. This is where dopamine sites come into play.
Order now, pay never
A dopamine site is a website that gives you the feeling of doing something indulgent — ordering takeout, buying clothes, booking a trip — without you having to pay. These websites boomed in South Korea this year and have become an internet trend among Gen Z. Fake food delivery sites such as FoodNeverArrives and FoodNeverComes simulate the process of placing food orders: pick from their menu, choose a payment option, and track the delivery. For the latter site, it offers real recipes for the dishes.
It’s not just the food industry that has a dopamine site. TripNeverLeaves offers the same fun idea for booking a flight. An online shopping platform simulation, DopaHaul, simulates the process of buying items online. Beyond buying items, the site replicates popular e-commerce sites that have flash sale alerts, free shipping options, and mini games to earn coins. Even something like virtual smoke breaks for visitors has become a trend — all to catch that satisfying feeling.
Cost of fake checkouts
Dopamine sites are supposed to make people feel good without costing any real money. Going through all the steps up to waiting for the order to arrive can make the brain feel like it has experienced it, even though it hasn’t actually happened. Anticipation can be as rewarding on its own. Most users do it as a coping mechanism or to de-stress, while others do it solely for the fun of it. The downside of it is that while it can stave off the craving to consume or buy an item for a moment, some may still do it for real later on.
Beyond the momentary, instant gratification that one could get from dopamine sites, these sites are free to use. That also means people are more susceptible to ads should the site choose to track its users or sell their data online. Since users are choosing what they prefer, data tracking can point marketers directly in the user’s direction. Browsing, adding to cart, checking out, and eventually losing the orders can also be a repetitive cycle. Whatever positive effect it has during the process may eventually wear down. Then again, for those looking just for the fun of it, these websites might be worth a minute or two.
YouTube: South Korea sees new dopamine trend in digital window shopping
By clicking play, you agree to YouTube's Terms of Service and Privacy Policy. Data may be shared with YouTube/Google.
Photo credit: The feature image is symbolic and has been taken by Rifki Kurniawan.
Sources: Claire Dodds (Yahoo!)
