Variable Reward - Deepstash

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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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MORE IDEAS FROM THE SAME ARTICLE

The technological tools we use keeps us connected to the people that matter to us, and the text (later rich text message) is one of the oldest ways of communication since portable phones came into existence.

... deployed by the messaging software and many other products is composed of:

... towards doing something can be external, like a ‘click here’ button, or internal, like an emotion or craving. A successful trigger graduates from being an external one into something inbuilt in the user.

Phones became smart more than a decade ago and started doing almost everything.

There is a push provided to the user to ‘invest’ in the service so that there are variable rewards in the future. This can be anything from uploading a new profile picture to set a status update for all to see.

Any trigger, be it a text message notification or an emotion, prompts a user to take some action, like opening the app or clicking a button.

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