We’ve all lost track of time looking at houses we can’t afford on Rightmove or searching for what to watch on Netflix.
This act triggers a release of dopamine in our brain, a feel-good neurotransmitter that makes us want reward. In this case, it might be finding the perfect TV show to binge on or spotting our dream property.
But now, Gen Z has found a new way to experience that same experience, with an online trend originating in South Korea.
Dopamine Websites are taking the internet by storm, and while some claim they are “satisfying”, others find the idea quite dark.
What is a dopamine website?
Essentially, these are fake websites that allow people to research the dopamine hit they’re getting before making a purchase, whether it’s ordering takeout or shopping.
Look beyond the headlines
Get a curated list of the weekend’s most important stories every Sunday from our Weekend Editor Jess Austin.
Look beyond the headlines with exclusive stories, moving interviews and must-read explainers from our team of expert news, lifestyle and entertainment journalists.
Register here.
However, the main difference between these sites and regular websites is that you don’t spend money and your order will never arrive.
The entire experience is gamified from start to finish, allowing you to satisfy your desires without indulging.
For example, one such website called FoodNeverComes looks and works a lot like delivery apps like Deliveroo or Just Eat. On the site, you can browse dining options, customize an order, choose the type of delivery you want, see all delivery costs and fees, read reviews, and even “track” your food via a virtual courier.
Other popular examples of dopamine sites include a smoking simulation app, which allows people to enjoy the social aspects of a “smoke break” in a virtual room with strangers, without having to smoke.
Ask Metro
Use AI to dig deeper on the stories you care about – powered by Metro and trusted publications.
There are also “quiet spaces” that simulate office life, and others for online shopping, which allow you to fill your cart and pay without spending a cent.
(Photo: Shutterstock/Mano Kors)
How does it work?
According to Psychology Today, these sites allow people to use symbolic experiences to satisfy emotional needs.
They explain: “The mind constantly simulates possible futures. We imagine what an experience will be like, how it might improve our lives, and how we will feel once we get there. These simulations can generate real emotions even if the event itself never occurs.
“The active experience of memories, expectations, preferences and possibilities. Browsing a takeout menu can be enjoyable even without placing an order.
Should we be worried?
Cathrine Jansson-Boyd, professor of consumer psychology at Anglia Ruskin University, says dopamine websites are “an interesting development” and their biggest appeal is “anticipation”.
However, she cautions that in addition to a dopamine spike, users might also experience some negative effects.
She tells Metro: ‘While sites can certainly increase dopamine levels, they can also lead to a greater drop in disappointment when nothing materializes.
“This can lead to frustration because it generates a gap between expectations and reality.
“As a result, people might find themselves using dopamine sites more to feel good again.” So, it could become a repetitive pattern similar to video game addiction.
Much like window shopping, people using these sites may also experience feelings of envy or inadequacy because they cannot actually afford the items they want.
Cathrine adds: “Prolonged exposure to desirable goods can activate a cycle of desire, leading to feelings of inadequacy or envy, which can increase materialistic values and decrease overall well-being.
“There is evidence that digital window shopping can cause addiction-like effects on the brain.” However, window shopping can be a harmless activity, but it can also become a hindrance to well-being.
Have you tried any dopamine websites?
I’m curious about them
What do people think of them?
A 25-year-old office worker, known only as Kim, told The Korea Times that he used the dopamine websites to relieve stress.
“I often want to eat late at night, but I hold back to save money. It looks like a real delivery app, so I keep looking at it. In the end, I don’t order anything, but I feel like it relieves a little stress,” he said.
And on social media, several people supported the sites as a tool to stop them from making impulse purchases and falling into debt.
Reddit user u/yepthisismyusername shared: “If this works, that’s awesome. In my opinion, “no harm was done”. Something that can give the dopamine of addiction without any of the pitfalls is a good thing.
While u/TheAmazingBildo admitted: “I would love that. Not because I’m addicted to shopping, but because I’m too poor to buy anything for real.
However, not everyone sees this trend as positive, as some see it as a sign that consumerism is out of control.
u/LongMelford proclaimed it to be “end-stage capitalism”, while u/middaymoon found the sites “extremely sinister”.
And u/Smooovies agreed, saying, “It’s like that food where you season the rocks and lick the flavor lol.” Capitalism has literally consumed the capacity to consume.
A few people also thought it seemed “dystopian as fuck”, like something from an episode of Black Mirror, and said they would stick to the traditional method of “window shopping” in the physical world instead.
Do you have a story you would like to share? Contact us by emailing MetroLifestyleTeam@metro.co.uk
MORE: The price of this same grocery store from 2022 to today will make you sick
MORE: Merry-maxxing is the ‘shameless’ trend that will be everywhere this Christmas
MORE: Think you have ADHD? 6 questions to ask yourself before booking an assessment
Gn bussni
