Dopamine Economy: New Consumer Behavior Trend for 2026

Thansettakij•Economy•1d ago

Reader Briefing

Hakuhodo Institute of Life and Living ASEAN (THAILAND) reveals that emotional fulfillment and dopamine are now primary drivers for Thai consumer purchasing decisions.

•Hakuhodo Institute of Life and Living ASEAN (THAILAND) conducted consumer behavior research for the year 2026.
•The research identifies a shift from price-based value to value based on happiness hormones and mental recovery.
•The 'Dopamine Economy' is driven by accumulated stress from economic volatility, work, and the digital society.

Overview

•Hakuhodo Institute of Life and Living ASEAN (THAILAND) released the 2026 consumer behavior research titled "DOPAMINE ECONOMY: When Mental Power Becomes the New Value Unit of the Market".
•Consumers face pressures from economic volatility, work stress, a fast-paced digital society, and anxiety about the future, leading to a lack of mental energy.
•Hakuhodo Institute of Life and Living ASEAN (THAILAND) defines the Dopamine Economy as a state where consumers prioritize emotional responses and relaxation over function or price.
•Emotional Reward Consumption leads consumers to make faster spending decisions for immediate positive emotional results, such as micro-treats for mental healing.
•Experience and Belonging shift the value of products from physical objects to storytelling and community connection, such as fandom activities.
•Control and Micro-Escapism use consumption as a mechanism to create a sense of control and safe spaces through entertainment, snacks, or lifestyle products.
•Hakuhodo Institute of Life and Living ASEAN (THAILAND) suggests that brands must transition from being sellers to becoming Emotional Energy Managers.

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Key Entities

Organization

Hakuhodo Institute of Life and Living ASEAN (THAILAND)(สถาบันวิจัยความเป็นอยู่ฮาคูโฮโด อาเซียน (ประเทศไทย))

An organization that revealed the 2026 consumer behavior research on the Dopamine Economy.