Understanding the Dark Side of
AI
in Shaping Dopamine‐Driven Consumption and Coping Behaviors Among Millennials
Anuradha Yadav, Preeti Malhotra, Vijay Prakash Sharma ABSTRACT
The digital consumption environment increasingly creates a rapid reward loop that can become habitual or compulsive engagement, particularly among millennials. This study will discuss the effect of such environments in stimulating dopamine‐driven consumption behavior and discuss efforts to control responses. The paper utilizes Self‐Regulation Theory and Stimulus‐Organism‐Response (S‐O‐R) model, which, in combination, explain the role of digital stimuli in changing internal states and causing behavioral responses. It is a mixed‐method approach, which starts with qualitative exploration, then testing and quantitative refinement. Study 1 ( n = 30) explored millennials' lived experiences and names the following emotional stimuli as stress, boredom, and fear of missing out, which are the most probable contributors to the increased platform use and reward‐seeking behavior. Study 2 ( n = 350) empirically examined the relationships among psychological conditions and artificial intelligence‐driven triggers, dopamine‐inducing stimuli, dopamine‐driven consumption behavior. Findings supported the significant sequential relationship among psychological state of millennials, and AI triggers dopamine‐inducing stimuli and compulsive digital engagement. However, self‐regulation and dopamine fasting did not demonstrate significant moderating effects. Study 3 ( n = 12) provided deeper insight into participants' difficulties in maintaining digital boundaries and revealed inconsistent understanding and practice of dopamine fasting. The findings suggest that individual coping strategies alone may have limited effectiveness within highly immersive AI‐driven digital environments characterized by persistent algorithmic stimulation. Overall, the study contributes to consumer behavior research by positioning dopamine‐driven engagement within everyday digital consumption practices and highlighting the structural role of AI‐enabled reinforcement systems in shaping consumer behavior and digital well‐being.