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Makayla D.

@makidd524

Variable Reward

  • BF Skinner, a psychologist, found that if an action gives a variable, unpredictable reward, it is more frequently used and is addictive.
  • Like a slot machine, the reward is not something that the user knows beforehand, providing a sense of wonder, intrigue and mystery.
  • In the case of messages, the variability is baked in the message itself, and different apps utilize novel ways to keep the user hooked.

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IDEA EXTRACTED FROM:

The Psychology Behind Why We Can't Stop Messaging

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