Indians are discovering the thrill of shopping without paying
Dopamine sites mimic shopping’s thrill without the spending, turning the ritual of consumption into a digital game.
Indians are finding joy in shopping without purchase through a unique online platform called FoodNeverComes. Launched in June by two 26-year-old developers from Rajasthan, the site simulates the experience of ordering and receiving food without any delivery or cost. Users can browse through 22 cuisines and 327 dishes, adding items to their virtual cart and watching the total increase before hitting a simulated "checkout."
The founders, Purvansh Parmar and Anshul Sharma, noticed a pattern in their own shopping habits where they would fill online baskets but never make actual purchases. They observed their own and others' tendency to order food impulsively, sometimes even when not hungry. Parmar suggests that the real craving may not always be for the food itself, but for the ritual of ordering it. This concept of "anticipatory utility" refers to the pleasure derived from the act of anticipating consumption.
Neuroscience experts explain that dopamine is not solely responsible for pleasure, but rather drives the desire for things, a concept known as "wanting." This wanting system can be activated by tempting online food or products, even when the actual enjoyment may be weak. Dr. Anna Lembke, an addiction psychiatrist, suggests that the ritual of anticipating a reward can be as reinforcing as the reward itself.
While it's unclear if simulated shopping can truly satisfy real cravings, it could potentially serve as a form of release valve, especially if the user recognizes they have an issue and seeks a way to address it.
Written by urgent.news from BBC World's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
