Picture this: It’s a Sunday afternoon, you’ve got your favorite cup of coffee in one hand, and your phone in the other, scrolling through an endless stream of brightly colored sales. One click here, one swipe there, and suddenly you’re the proud owner of another pair of shoes you might wear once. If you’ve ever wondered why this cycle feels so familiar—and almost addictive—you’re not alone. This is the dopamine loop of online shopping at work, a phenomenon as captivating as the latest Netflix series, and understanding it is the first step to controlling it.
