FoodNeverComes is one of a growing number of fake online shopping sites where users can place a pretend food order. (CBC)

Rhia Catapano, an assistant professor at the University of Toronto who studies consumer behaviour and psychology, says online shopping simulators can activate “the same parts of our brain that doing the actual activity would.”

That’s particularly appealing for budget-conscious young people.

“Like playing a video game or dreaming about a vacation that you’re never actually going to take, we can imagine a thing,” she said. “In some way, it gives us some of the same psychological benefits.”

The sudden popularity of these sites, says Catapano, shows just how deeply consumerism has become integrated into our everyday lives, with people willing to spend time and effort browsing and “shopping” even when they know nothing will ever arrive.

But she sees a glimmer of resistance, too.

Some people, she says, are realizing through these sites that their shopping habits aren’t serving them — and are looking for ways to consume less and make more intentional choices.

“They recognize that what they’re doing is not good for them, so they’re trying to make changes.”