Anticipation is a big part of the reward response, even when nothing is purchased or consumed.

Simulated experiences can satisfy emotional needs without real-world costs.

Familiar rituals provide comfort, structure, and a sense of control.

Virtual experiences help when they supplement life, not when they replace it.

Have you ever filled a shopping cart but not checked out? Or looked at homes you have no intention of buying? Or browsed travel sites for a vacation you didn’t book?

If so, you may also have experienced a surge of desire, happiness, or excitement generated by mentally simulating the future purchase. The anticipation often generates a psychological reward equal to, or sometimes greater than, the actual purchase (Shah & Asghar, 2023).

Online “dopamine sites” trending among young people in South Korea have taken this phenomenon to a whole new level by offering fake consumption experiences. These sites capture the pleasure associated with buying without the financial cost, splitting the emotional experience of anticipation from any real-world consequences.

The sites are hyper-realistic, mocking major Korean e-commerce giants and food delivery apps. One popular site, FoodNeverComes, mimics a food delivery app where you can compare menu items, read reviews, pick your favorites, fill your cart, and even watch a virtual courier make progress toward your house on a live map. Some fake shopping sites display a small reward message, such as the calories or cash saved by not placing a real order, further reinforcing the behavior by providing immediate positive feedback for not making the purchase. Other platforms simulate cigarette breaks, allowing users to sit in virtual break rooms with strangers that recreate the ritual of stepping away from work without lighting a cigarette.

The trend has gone viral among young South Koreans facing rising living costs and growing pressure to consume. Instead of........

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