The Big Think

March 28, 2015

Come On Back, Now, Ya Hear?

Filed under: Technology — jasony @ 2:48 pm

The Prophet of Habit-Forming Technology | MIT Technology Review:

“Forging new habits has become an obsession among technology companies. In an age when commercial competition is only a click away, the new mandate is to make products and services that generate compulsive behavior: in essence, to get users hooked on a squirt of dopamine to the brain’s reward center to ensure that they’ll come back…

It starts with a trigger, a prod that propels users into a four-step loop. Think of the e-mail notification you get when a friend tags you in a photo on Facebook. The trigger prompts you to take an action—say, to log in to Facebook. That leads to a reward: viewing the photo and reading the comments left by others. In the fourth step, you inject a personal stake by making an investment: say, leaving your own comment in the thread. This pattern, Eyal says, kicks off a cycle that lodges behaviors in the basal ganglia, the part of the brain where automatic behaviors are stored and where, according to neuroscientists, they last a lifetime….

“I’m not an advocate for creating addiction,” he says. “Addiction has a specific definition: it always hurts the user. I talk about the pathways for addiction because the same things that occur in the brain help us do something that can be good.”””

I guess that depends on who gets to define “good”.

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