Manufactured Addiction

Implications - An increasing number of websites are gamifying shopping, which, psychologically, can cause buying addiction. These sites include "flash shopping" sites with limited-time sales that make us feel a thrill when we buy something against a ticking clock, rewards-based sites that offer points in return for purchases, and deal-based sites like Plukka, in which the excitement is based on getting a great deal only if enough people agree to buy. All of these game-based shopping innovations elevate dopamine in the brain, which makes a person feel good about the shopping experience, thereby stimulating addiction and the desire to return for more. Thus, retailers will only continue to merge gaming and buying to intensify the shopping experience and attract -- and hook -- more customers.