We’re All Addicts: How "Cheap Dopamine" Is Hijacking Your Brain—and What to Do About It

Jan 15

Let’s get one thing straight: you and I are both addicts. No, not in the traditional sense—but our brains are hooked on dopamine......that little brain chemical often dubbed the “feel-good hormone.” But here’s the twist: it’s not always the reward itself that keeps us coming back for more—it’s the anticipation of the reward.

Ever notice how scrolling social media or checking your phone for a notification feels almost compulsive? You’re not crazy. You’re just running on dopamine. And while our ancestors got their dopamine hits from survival-related wins like finding food or shelter, we’ve now hacked the system with what’s known as “cheap dopamine.” Unfortunately, these prolonged or excessive dopamine spikes can have negative consequences.

In this blog post, we'll talk about why anticipation is often more rewarding than the actual reward, what cheap dopamine is doing to our brains (hello anxiety!), and whether we can outsmart our dopamine-hungry habits.

What Is Dopamine, and Why Does It Run the Show?

Dopamine is a neurotransmitter. Ok, but what does that mean? "Neuro" refers to the brain, and "transmitter" means it transmits chemical messages within your brain. While it’s often associated with pleasure, dopamine isn’t just about feeling good. It’s more about wanting. It plays a crucial role in reward, motivation, and pleasure.

Think of dopamine as your brain’s built-in reward signal. When you anticipate something exciting—like watching the season finale of your favorite show, that slice of birthday cake, or shopping—dopamine kicks in. It’s your brain’s way of saying, “This is going to be worth it.”

But here’s where things get interesting: studies have shown that dopamine can spike before the reward. In other words, sometimes the chase is more exciting than the catch.

The Science of Anticipation vs. Reward

Researchers have observed this effect in experiments with lab rats. When rats were trained to press a lever to receive a treat, their dopamine levels surged—not when they ate the treat, but when they anticipated getting it.

Humans are no different. That little jolt of excitement you feel when you hear your phone buzz? That’s dopamine. But when you actually check the notification and see it’s just an email from your dentist reminding you about your next cleaning? Meh. The reward wasn’t as satisfying as the anticipation suggested it would be.

This creates a feedback loop: your brain starts craving more anticipation because that’s where the dopamine lives. And suddenly, you’re hitting “refresh” on your email inbox or endlessly scrolling Instagram, hoping for the next tiny hit.

What Is “Cheap Dopamine” and Why Is It a Problem?

“Cheap dopamine” refers to easy, low-effort activities that trigger a dopamine release without offering any meaningful or lasting reward. Social media scrolling, binge-watching Netflix, eating junk food, or playing online games—they all provide quick dopamine hits with minimal effort.

But here’s the catch: these quick hits don’t satisfy your brain in the long run. It’s like snacking on Skittles when you’re starving—it gives you a sugar rush but doesn’t fill you up.

How Cheap Dopamine Hijacks Your Brain

When you flood your brain with cheap dopamine over and over, your dopamine receptors become less sensitive. This is called dopamine desensitization, and it means you’ll need more stimulation to feel the same excitement over time.

This is why one TikTok video turns into 45 minutes of scrolling, or why one Oreo somehow leads to you finishing the entire pack. Your brain is chasing that first dopamine hit, but it’s never quite satisfied.

And here’s where it gets messy: the more you rely on these easy hits, the less motivated you become to pursue more challenging—but ultimately more rewarding—activities, like learning a new skill, finishing a project, or building meaningful relationships.

In short: cheap dopamine makes us lazy, distracted, and perpetually unsatisfied. In turn, this can create anxiety because we're not accomplishing our goals, staying focused on what we need to be doing, or connecting with others in meaningful ways.

How to Sidestep the Dopamine Trap

Alright, so if cheap dopamine is hijacking our brains and anticipation is running the show, what can we do about it?

1. Delay Gratification

When you put a little space between anticipation and reward, dopamine has time to build up in a healthier way. For example:

Instead of eating a cookie immediately, wait 20 minutes.
Instead of scrolling Instagram first thing in the morning, leave your phone in another room.

2. Pursue “Hard Dopamine” Activities

These are activities that require effort but deliver a deeper sense of satisfaction:

Exercise
Reading a book
Cooking a meal from scratch
Working on a long-term creative project

Your brain might not get the immediate dopamine hit, but the reward will feel far more satisfying.

3. Set Boundaries with Cheap Dopamine Triggers

Social media apps, junk food, and streaming platforms are designed to keep you hooked. Take back control by:

Setting time limits on apps (there are apps for that.....ha!)
Keeping junk food out of the house
Taking regular digital detox days
Keeping things in your Amazon cart until the next day (do you really need those artisanal wooden coasters you bought at 2am?)

Final Thoughts: You’re Not Broken, You’re Just Human

If you’ve ever felt like you have no self-control when it comes to your phone, snacks, or Netflix binges, it’s not because you’re weak—it’s because your brain is working exactly as it was designed.

But understanding how dopamine works gives you a chance to rewrite the script. Start noticing when you’re chasing anticipation instead of actual satisfaction. Pause before hitting “refresh” one more time or clicking “next episode.”

At the end of the day, dopamine isn’t the enemy. It’s a tool. And when you learn to use it intentionally, you might just find that the anticipation and the reward can both be pretty sweet.