“Just like a slot machine!” –

Oct. 25, 2023 – Experts who study internet use say that the magnetic allure of social media arises from the way the content plays to our neurological impulses and wiring, such that consumers find it hard to turn away from the incoming stream of information.

David Greenfield, a psychologist and founder of the Center for Internet and Technology Addiction in West Hartford, Conn., said the devices lure users with some powerful tactics. One is “intermittent reinforcement,” which creates the idea that a user could get a reward at any time. But when the reward comes is unpredictable. “Just like a slot machine,” he said. As with a slot machine, users are beckoned with lights and sounds but, even more powerful, information and reward tailored to a user’s interests and tastes.

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