Investment
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.
The investment increases the probability of the next trigger happening, as in the case of messages when a message is sent, the likelihood of a reply increases manifold.
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Understanding the psychological rewards of bad habits
Creating new habits to replace old ones
Developing self-discipline
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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 t...
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