To hook users on their products, social media apps rely on the power of intermittent reinforcements.
Intermittent reinforcements are variable reinforcements that are always new and surprising.
Smartphones also tap into our fear of missing out (FOMO). They make it easier to know about the things that we are missing out on. And make us convinced that the only way to keep up-to-date is by constantly checking our phones.
People want their posts to be liked by others and will go to great lengths to be popular on social media. This need is taken advantage of by Big Tech.
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