We’ve become so addicted to buying stuff online that someone had to invent fake apps to wean us off our impulse purchases.
Driving the news: A wave of so-called “dopamine sites”, which mimic the experience of online shopping without actually spending money, are gaining popularity in South Korea. One of the most popular fake-delivery apps, FoodNeverComes, lets you browse restaurants, put together your (fake) order, and even track the (non-existent) courier delivering the food.
The idea is that some people are simply addicted to the habit of ordering takeout and don’t actually want the food. These fake apps scratch that itch for free.
Similar apps have popped up for online clothes shopping and even virtual smoke breaks. One self-proclaimed shopaholic on Reddit likened one of the fake shopping apps to a non-alcoholic beer for a recovering alcoholic.
Why it’s happening: Research has shown that the dopamine hit from shopping is typically released in the brain in anticipation of buying something, not when you actually get the item. The theory behind these apps is that mimicking the process of shopping online can still provide that boost even if nothing arrives on your doorstep.
Why it matters: These dopamine sites are partially a symptom of people feeling financially strapped. Fake shopping allows people to experience the feeling of choosing something, even if it never arrives, without the cost.
A Deloitte study found that nearly 80% of participants had bought something in the previous month specifically to improve their mood, but only 42% said they could actually afford that purchase.
Our take: As more of the internet turns into one giant dopamine-dispensing button, it’s not a surprise that cash-strapped consumers are hunting for low-cost ways to get a quick hit. A shopping simulator seems a bit Black Mirror, but it’s probably better than wasting real money.—LA
