Why does pressing the “buy” button feel rewarding without payment?

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The "Buy" Button's Reward Without Payment is Rooted in Dopamine's Role in Anticipation

Pressing the "buy" button can provide a sense of reward even without actual payment or delivery because the brain's release of dopamine is triggered by the anticipation of a reward, not necessarily the reward itself. Digital platforms, like the South Korean app FoodNeverComes, are designed to replicate this specific psychological mechanism. This phenomenon is an example of how digital experiences can tap into fundamental neurochemical responses associated with motivation and pleasure.
Dopamine's Link to Anticipation

Dopamine, a neurotransmitter associated with pleasure and motivation, is often released in the brain when an individual anticipates a reward. This release occurs during the process of working towards or expecting a positive outcome, rather than solely at the moment the reward is received. The act of engaging in the steps leading up to a reward, such as browsing a menu or clicking a "buy" button, can therefore stimulate this dopamine response.
FoodNeverComes Recreates the Anticipatory Thrill

The app FoodNeverComes exemplifies this principle by simulating the entire ordering process of a food delivery service without any actual transaction or delivery taking place. Users can browse menus, customise orders, and even track a virtual courier on a map. The core design of the app is to recreate the psychological stimulus of pressing the "buy" button, thereby satisfying the craving for ordering something without the need for actual purchase or consumption.
The Psychological Basis of "Dopamine Sites"

This concept aligns with a broader trend of "dopamine sites" emerging from South Korea, which are digital platforms intentionally designed to mimic the excitement of shopping without any financial commitment. These sites leverage the understanding that the anticipation of a reward can be a powerful motivator and source of temporary satisfaction. The developer of FoodNeverComes noted that the idea originated from personal experience of repeatedly opening and closing delivery apps, suggesting that the act of ordering itself, rather than the food, provided a peculiar sense of fulfillment.

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Why does pressing the “buy” button feel rewarding without payment?

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