Why is social media addictive

Written by Ali Fenwick, Professor of Industrial-Organizational Psychology at Hult. Ever wonder why you spend so much time on your mobile phone reading posts on Facebook, playing Candy Crush or other mobile games, or texting on WhatsApp, when initially you only planned to post a quick selfie on Instagram or retweet something on Twitter? This article will reveal the design techniques used by social media site designers to keep you hooked on their apps. It will also introduce to you some core psychological and neurological principles that will help explain how these simple but effective design strategies can turn ordinary people into ‘online junkies’. Habits die hard When we think of habits, we often think of behaviors which unconsciously creep into our lives and drive many of our daily routines. We tend to think of habits as good or bad. Brushing your teeth in the morning or going to the gym after work can be considered good habits. Smoking regularly or eating junk food are generally considered bad habits. What both good and bad habits have in common, are their ability to help the brain preserve critical cognitive resources. This can then be used for more important mental tasks such as decision-making and self-control regulation. It is often said that ‘habits die hard’, and the reason for this lays in how habits form in our brain. When we do something we like and accomplish the task at hand, our reward system in our brain (the mesolimbic dopamine system to be exact), produces a hormone called dopamine. Dopamine (otherwise known as the happiness hormone) make us feel good, so we tend to repeat behaviors that give us pleasure. Over time, these behaviors (done repeatedly) turn into habits and become hardwired in the brain, making it both difficult and unpleasant to undo. This habit-forming process is fundamental to how social media developers design mobile apps and online platforms. Using the ATARI-model of habit formation, I will explain the common steps used by app developers, growth hackers, mobile game creators to induce habit-forming behaviors in their users. ATARI-Model. ATARI stands for Attitude, Trigger, Action, Reward, Investment (so no reference to the 80’s video game computer). Attitude: This dimension of the model refers to the psychological profile of your user. Understanding your users’ personality, behavioral preferences, likes, desires, opinions and motivation (otherwise known as psychographics) will help you to understand ‘WHY’ they would use your social media site, product or service. Most (social media) mobile apps and online platforms collect user psychographic data. Trigger: Triggers are notifications that inform you to take action. Before habit-forming behaviors can be created, behaviors first need to be initiated. According to BJ Fogg’s Behavioral Model, triggers need to be easy to execute and appealing to do. Especially the appealing part is really important, that is why ‘Attitude’ precedes ‘Trigger’. If you know why someone will take action, your triggers can be designed to appeal to their immediate needs. Action: Once a successful ‘Trigger’ has initiated behavior, ‘Action’ can be taken to fulfill the task at hand and thus help fulfill that immediate need. Take, for example, clicking on an Instagram notification to view your friends’ latest pictures or seeing who liked your posts. Reward: The most insidious dimension of the ATARI model is ‘Reward’. Getting 100 likes on your Facebook post or finding the perfect match on Tinder is just the reward you have been expecting for the effort you have put into achieving your goal. However, if you think carefully about your social media usage, you don’t always get rewarded for scrolling on your timeline. When rewards are unexpected, the science of human behavior shows us that people will continue that behavior in anticipation of a reward. Scrolling your timeline is like pulling the handle of a slot machine and playing the lottery. Investment: The final dimension refers to the time, data, social capital, and/or money that is put into using the app as ‘Investment’. Behavioral Science shows that people don’t like to part with things or people where an investment has been made in. This is often referred to as ‘loss aversion’ in psychology. In addition, the fact of investing time or money into something validates our previous behaviors, self-justifying continuous use. The ATARI-model is a recurring loop people go through which solidifies behaviors, inducing habit formation in social media usage. I created the personality-driven  ATARI-model, based on Nir Eyal’s Hook-Model, expanding his original model with psychological profiling (attitude). Taking stock Now that you are aware of how to create habit-forming behaviors online, think of how you could make use of the ATARI-Model to (ethically) create habit-forming behaviors within your business or with your clients, or maybe with your friends or loved ones. Finally, use the learnings from these habit-forming strategies to consider your own social media usage and behavior. If you find yourself spending too much time online and aim to lower your mobile phone usage, try to devise some personal strategies to help you with accomplishing this. Some of my favorite strategies are: Only use social media in the morning before getting out of bed or during commutes. Agree with friends not to use your mobile phones during dinner or meet-ups. Create a mobile-free day once a week Temporarily deactivate your account One last note Habits and addictions form in the same part of the brain. The only difference being the level of self-control we exert to prevent a habit turning into an addiction. Over-reliance on habits can suspend critical mental tasks like decision-making, judgment and self-control management. Most of these strategies help hack our brain by helping us to overcome self-control issues. Give your automatic brain some downtime, and try some of these strategies to lower your mobile phone and social media usage. Want to learn more about social media design?   Sign-up for a free Masterclass on ‘The Psychological Addictive Elements of Social Media Design’ where Ali Fenwick and his team will share with you recent study findings on social media usage:01 February 2018 at 18:00 – 20:00 CET,  Rotterdam. Limited places available. Registration: send an email to otcom. Ali Fenwick is also offering a free online course in Behavioral Mobile App Design? Click here for more. See Ali Fenwick share more management psychology at his recent TEDx talk. Watch now. If you would like to find out more about Hult’s business programs,  download a brochure here. Make the most of what your career has to offer with a Masters in International Business from Hult. To learn more, take a look at our blog Social media and the increasing importance of virtual networks in business, or give your employability a huge boost with an MBA in international business. Download a brochure or get in touch today to find out how Hult can help you to explore everything about the business world, the future, and yourself. Hult Rotation offers you a chance to study in a truly global way. Our rotation program allows you to study and be immersed in some of the finest cities in the world. 📠¸: @jasminmanzano . Hult Rotation offers you a chance to study in a truly global way. Our rotation program allows you to study and be immersed in some of the finest cities in the world. 📠¸: @jasminmanzano . Each year, Hult seeks to enroll a talented and ambitious incoming class from all over the world. We look for diverse students with a wide range of experiences, perspectives, and interests—students who will thrive in our unique educational atmosphere. Are you ready for a truly global experience? 📠¸: @iambrunadiniz . Each year, Hult seeks to enroll a talented and ambitious incoming class from all over the world. We look for diverse students with a wide range of experiences, perspectives, and interests—students who will thrive in our unique educational atmosphere. Are you ready for a truly global experience? 📠¸: @iambrunadiniz . We’re excited to start 2020 on a ranking high! Hult is proud to have been placed #28 in Poets Quants 2020 rankings for Best Undergraduate Business Schools in the US. Taking a huge leap of 32 places from our 2019 position, we’re also very happy to have secured top positions in key categories like: life-changing experience, practicality of the degree, and global immersion. . With five global campuses, a student body of over 130 nationalities, and a learn-by-doing approach—Hult offers a student experience like no other. . We’re excited to start 2020 on a ranking high! Hult is proud to have been placed #28 in Poets Quants 2020 rankings for Best Undergraduate Business Schools in the US. Taking a huge leap of 32 places from our 2019 position, we’re also very happy to have secured top positions in key categories like: life-changing experience, practicality of the degree, and global immersion. . With five global campuses, a student body of over 130 nationalities, and a learn-by-doing approach—Hult offers a student experience like no other. . â€Å"I’m from an engineering background and needed a whole new skill set for the industry I wanted to switch to. I learned a lot about myself and how I deal with being out of my comfort zone. I learned both soft and hard skills, from how to work in very diverse teams to key accounting metrics and strategy. I was surprised by how weak I was at certain tasks in English or how strong I actually was in other areas. Hult gave me opportunities to try new things and meet people from places I never thought I would have friends. . My internship experiences gave me the chance to broaden my view of different cultures and different companies. I had the opportunity to work and live with people whose values differed from people in my home country. I thought that this would be difficult, but it gave me the chance to reflect on my own values and assess if they were a result of my home country environment or if they were intrinsically mine. . Diederick ter Kulve (@diederick.terkulve) Netherlands Masters in International Business . â€Å"I’m from an engineering background and needed a whole new skill set for the industry I wanted to switch to. I learned a lot about myself and how I deal with being out of my comfort zone. I learned both soft and hard skills, from how to work in very diverse teams to key accounting metrics and strategy. I was surprised by how weak I was at certain tasks in English or how strong I actually was in other areas. Hult gave me opportunities to try new things and meet people from places I never thought I would have friends. . My internship experiences gave me the chance to broaden my view of different cultures and different companies. I had the opportunity to work and live with people whose values differed from people in my home country. I thought that this would be difficult, but it gave me the chance to reflect on my own values and assess if they were a result of my home country environment or if they were intrinsically mine. . Diederick ter Kulve (@diederick.terkulve) Netherlands Masters in International Business . Say a big hello to our Bachelor of Business Administration program cover star, Elisa Orus Plana âÅ" ¨ . â€Å"I’m excited for the future—especially that I cant predict whats going to happen. Maybe Ill end up in Mexico working for a trading company or maybe in Africa, developing my own business. Everything is possible, and the options are constantly changing. I love the idea that Im never going to be stuck doing the same job until the end of my life if I dont want it to be like this. . Hult really supports me and my ambitions and truly believes that we deserve to be considered as professionals as well as students. Here, I get to express not just my opinions but all elements of myself. From my creative side with the Fashion Society to my finance and business sides in Trading Club and the Management Consulting Club. We get a different type of learning here. Not just essential knowledge and theory, but practical skills and mindset. The school is always evolving. We’re encouraged to innovate and to always look for new ways of doing traditional things. We learn how to be more confident and become aware of how we can impact our environment. The school aims to help you become a better version of yourself and to stand out from the crowd.â€Å" . Elisa Orus Plana French Bachelor of Business Administration Class of 2021 Say a big hello to our Bachelor of Business Administration program cover star, Elisa Orus Plana âÅ" ¨ . â€Å"I’m excited for the future—especially that I cant predict whats going to happen. Maybe Ill end up in Mexico working for a trading company or maybe in Africa, developing my own business. Everything is possible, and the options are constantly changing. I love the idea that Im never going to be stuck doing the same job until the end of my life if I dont want it to be like this. . Hult really supports me and my ambitions and truly believes that we deserve to be considered as professionals as well as students. Here, I get to express not just my opinions but all elements of myself. From my creative side with the Fashion Society to my finance and business sides in Trading Club and the Management Consulting Club. We get a different type of learning here. Not just essential knowledge and theory, but practical skills and mindset. The school is always evolving. We’re encouraged to innovate and to always look for new ways of doing traditional things. We learn how to be more confident and become aware of how we can impact our environment. The school aims to help you become a better version of yourself and to stand out from the crowd.â€Å" . Elisa Orus Plana French Bachelor of Business Administration Class of 2021"> During the final days of 2019, you probably reflected on what you’ve accomplished this year—and even this decade—and what you’d like to achieve in 2020. Let us know in the comments below. During the final days of 2019, you probably reflected on what you’ve accomplished this year—and even this decade—and what you’d like to achieve in 2020. Let us know in the comments below. â€Å"The first time we did group work on the program, I went head-to-head with a colleague. It taught me a lot about how I see people, how people see me, and how conflict can be resolved in a kind and productive way. The best feedback you get, when delivered constructively, is the most critical because it really feeds into how you lead. I’ve completely reversed my leadership style—the result is so much richer and more powerful when you lead from behind and lead with strength. . Studying in tandem with working, whilst challenging, gave me the perfect platform to directly apply learning concepts into my business environment, the competitive landscape, and the real-estate industry as a whole. When I started the program, I was very happy in my corporate role. But my courage and aspirations grew to the point that I took on a whole new direction. Having my career coach, Joanna, as a sounding board allowed me to really be strategic and get to know myself. She coached me thro ugh all the interviews, the research, and the questions. It went in parallel with what I was doing academically and after six months everything just clicked. . I went into the EMBA knowing I had nothing to lose and I’ve come out with everything. Great strength, global friends, amazing learning, mentors from professors, a job I love, and the knowledge that I can set my mind to achieve anything and with the right support and resources I’ll get there.† . Kashani Wijetunga British, New Zealand Sri Lankan Associate Director Senior Strategy Consultant CBRE EMBA Class of 2019 . â€Å"The first time we did group work on the program, I went head-to-head with a colleague. It taught me a lot about how I see people, how people see me, and how conflict can be resolved in a kind and productive way. The best feedback you get, when delivered constructively, is the most critical because it really feeds into how you lead. I’ve completely reversed my leadership style—the result is so much richer and more powerful when you lead from behind and lead with strength. . Studying in tandem with working, whilst challenging, gave me the perfect platform to directly apply learning concepts into my business environment, the competitive landscape, and the real-estate industry as a whole. When I started the program, I was very happy in my corporate role. But my courage and aspirations grew to the point that I took on a whole new direction. Having my career coach, Joanna, as a sounding board allowed me to really be strategic and get to know myself. She coached me thro ugh all the interviews, the research, and the questions. It went in parallel with what I was doing academically and after six months everything just clicked. . I went into the EMBA knowing I had nothing to lose and I’ve come out with everything. Great strength, global friends, amazing learning, mentors from professors, a job I love, and the knowledge that I can set my mind to achieve anything and with the right support and resources I’ll get there.† . Kashani Wijetunga British, New Zealand Sri Lankan Associate Director Senior Strategy Consultant CBRE EMBA Class of 2019 . â€Å"It was now or never. I knew that I’d have likely stayed in my neighborhood for years to come if I didn’t take this opportunity. I’d not lived or studied outside of the U.S. before. So I left my job as a global strategist at an advertising agency and moved halfway around the world. I’ve come back a more culturally aware, well-versed person. I’ve realized that everything is a learning experience and an opportunity for growth. Ill definitely carry this mindset with me into the future. Technology and social media allow us to be different people in several places at once. Im excited to see how I can establish myself in whatever city Ill be lucky enough to call home and still maintain deep connections with people all over the world. I’m inspired by my classmates every day. Hearing some of their life stories and how getting this degree fits into their greater mission has been very humbling. My biggest challenge has been finding the ‘right’ path for me. There have been rooms Ive felt like I shouldnt be in, but now Im proud to feel as though I truly belong, wherever I am.† . Dwayne Logan, Jnr. American MBA Class of 2019 . â€Å"It was now or never. I knew that I’d have likely stayed in my neighborhood for years to come if I didn’t take this opportunity. I’d not lived or studied outside of the U.S. before. So I left my job as a global strategist at an advertising agency and moved halfway around the world. I’ve come back a more culturally aware, well-versed person. I’ve realized that everything is a learning experience and an opportunity for growth. Ill definitely carry this mindset with me into the future. Technology and social media allow us to be different people in several places at once. Im excited to see how I can establish myself in whatever city Ill be lucky enough to call home and still maintain deep connections with people all over the world. I’m inspired by my classmates every day. Hearing some of their life stories and how getting this degree fits into their greater mission has been very humbling. My biggest challenge has been finding the ‘right’ path for me. There have been rooms Ive felt like I shouldnt be in, but now Im proud to feel as though I truly belong, wherever I am.† . Dwayne Logan, Jnr. American MBA Class of 2019 . Happy New Year, Hultians! . Happy New Year, Hultians! .