Have you ever done “retail therapy”? You feel stressed and overwhelmed so you decide to shop for some clothes or order food from an app? Sure, it can help you feel better in the moment, but not if you’re trying to save money. But what if you could get the same feeling of anticipation and the feel-good experience of shopping without spending anything? South Korea cooked up a solution.
One of the latest trends that started in South Korea and is turning global are what are being called “dopamine sites.” These websites and apps provide realistic-looking digital storefronts that allow a person to add items to their cart, a fake credit card to fill out orders, and even simulate delivery trackers. The store, items, and everything about the transaction is fake but your brain gets that dopamine hit anyway.
One example of this is FoodNeverComes, a fake delivery app in the vein of DoorDash and UberEats. The app is full of different eye-catching pictures of food to “order” like in those apps, allowing you to pick and choose. Users have said this app allows them to satisfy late-night cravings and get that feel-good buzz of ordering takeout without actually buying anything. If a person really does want a dish that’s on the app, FoodNeverComes provides a recipe so users can make it at home if they really want it.
Abandoning the cart, feeling good anyway
So why are people feeling the emotional payoff of making a purchase without actually buying anything? The psychology behind it is similar to the feeling some people get when they visit a website, add a bunch of items into the cart, and then abandon it. Psychologists found that anticipation of receiving an item is what triggers a better mood rather than actually having it in hand.
Psychologist Dr. Deborah Ko explains in a video that this is due to what she called the endowment effect. She explains that putting items in a digital cart allows a person to feel like they “have” those items. Once you “have” those items it makes your brain already feel like you own it.
“It was the act of shopping that was the reward, not the product itself,” she says.
These dopamine sites and apps simulate all of that and allow the brain to get that hit but eliminate the temptation and consequences of hitting the “buy” button.
Are these dopamine sites good?
Many psychologists are mixed as to whether these dopamine sites are beneficial. On one hand, it could help a person who regularly impulse buys food or products they cannot afford while also satisfying that urge. It could also help people adopt better habits while still keeping certain rituals.
For example, let’s say a person who typically orders pizza every Friday but wants to eat better or save money by removing that weekend-starting ritual. They could possibly benefit from “ordering” pizza through these fake food delivery apps. It will allow them to go through the motions and get that dopamine hit while they hit their fitness or financial goals.
On the other hand, some argue using these dopamine sites won’t address certain harmful compulsive behaviors. They say that these apps and sites could just act as placebos and substitutes rather than truly address troubling issues.
Whether an app or something like these dopamine sites can help or not, it is still important to learn, know, and discern how to best use the money you do have in real life.









