Social media copies gambling methods 'to create psychological cravings.
Methods activate ‘same brain mechanisms as cocaine’ and leads to users experiencing ‘phantom’ notification buzzing
Social media platforms are using the same techniques as gambling firms to create psychological dependencies and ingrain their products in the lives of their users, experts warn.
These methods are so effective they can activate similar mechanisms as cocaine in the brain, create psychological cravings and even invoke “phantom calls and notifications” where users sense the buzz of a smartphone, even when it isn’t really there.
“Facebook, Twitter and other companies use methods similar to the gambling industry to keep users on their sites,” said Natasha Schüll, the author of Addiction by Design, which reported how slot machines and other systems are designed to lock users into a cycle of addiction. “In the online economy, revenue is a function of continuous consumer attention – which is measured in clicks and time spent.”
Whether it’s Snapchat streaks, Facebook photo-scrolling, or playing CandyCrush, Schüll explained, you get drawn into “ludic loops” or repeated cycles of uncertainty, anticipation and feedback — and the rewards are just enough to keep you going.
“If you disengage, you get peppered with little messages or bonus offers to get your attention and pull you back in,” said Schüll. “We have to start recognising the costs of time spent on social media. It’s not just a game – it affects us financially, physically and emotionally.”