Technology controls
our time.
Apps use a type of scheduled reinforcement called variable rewards to get us hooked. Variable rewards are received at random, which studies have shown keeps humans wanting more and more. When you receive a variable reward, dopamine (the neurotransmitter associated with feelings of pleasure and satisfaction) gets released in your brain. Receiving a like on social media, a match on dating apps, and new notifications on our phone makes us feel good, which leaves us craving more of them.
Social media
Social validation has become ingrained in our culture. We value likes, shares, and favorites from complete strangers.
Dating apps
Receiving a match = receiving a variable reward = release of dopamine. This motivates users to continue swiping.
Notifications
We compulsively check our devices for new “rewards,” or notifications. This is a tactic used by apps to hook you.
Variable rewards get us hooked, while bottomless bowls keep us hooked. Bottomless bowls trick you into consuming more by showing you infinite amounts. Autoplay and infinite scrolls don’t give users any stopping queue, leaving us binge watching shows or endlessly scrolling for hours.
Autoplay
How many of us have been watching a show or video, then suddenly 3 hours later we’re 12 videos in? Video streaming platforms use algorithms to learn our viewing behaviour, then show us videos designed to keep you engaged.
Infinite scroll
Not only is infinite scroll bad for usability, but it doesn’t allow users to estimate how much more content there is to be consumed. We have this innate need to reach the end, which leads us to continue scrolling scrolling scrolling…