{"id":650158,"date":"2017-03-17T08:37:38","date_gmt":"2017-03-17T08:37:38","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/2017\/03\/17\/the-psychology-of-facebook-likes-or-what-makes-us-so-addicted-to-technology\/"},"modified":"2017-03-17T08:37:38","modified_gmt":"2017-03-17T08:37:38","slug":"the-psychology-of-facebook-likes-or-what-makes-us-so-addicted-to-technology","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/egypt\/2017\/03\/17\/the-psychology-of-facebook-likes-or-what-makes-us-so-addicted-to-technology\/","title":{"rendered":"The psychology of Facebook likes, or what makes us so addicted to technology"},"content":{"rendered":"

Are Facebook likes are the first \u201cdigital drug\u201d to dominate our culture? <\/strong>The same thing applies to Facebook likes. \u201cIt\u2019s hard to exaggerate how much the like button changed the psychology of Facebook use \u2026 A post with zero \u2018likes\u2019 [isn\u2019t] just privately painful, but also a kind of public condemnation: either you didn\u2019t have enough online friends, or, worse still, your online friends weren\u2019t impressed,\u201d writes Adam Alter for The Guardian<\/a>, in an extract adapted from his book \u201cIrresistible<\/a>.\u201d \u201cPeople are addicted. We experience withdrawals. We are so driven by this drug, getting just one hit elicits truly peculiar reactions. I\u2019m talking about likes. They\u2019ve inconspicuously emerged as the first digital drug to dominate our culture<\/strong>,\u201d says web developer Rameet Chawla.<\/p>\n

It\u2019s the same psychological trick at play in video games:<\/strong> \u201cVideo games are governed by microscopic rules,\u201d says Bennett Foddy, who teaches game design at New York University\u2019s Game Center. He talks about text that pops up or sound that is emitted when you move the cursor, tools that are used to hook players in. \u201cA game must obey these microscopic rules, because gamers are likely to stop playing a game that doesn\u2019t deliver a steady dose of small rewards that make sense given the game\u2019s rule<\/strong>.\u201d Remember the Candy Crush Saga craze? It was those effects that made people so caught up in the game, and not the rules \u2014 and that earned its developer more than USD 2.5 bn so far. \u201cWhen you form a line in Candy Crush Saga, a reinforcing sound plays, the score associated with that line flashes brightly, and sometimes you hear words of praise intoned by a hidden, deep-voiced narrator\u201d writes Alter. Another trick allows you to recharge to play more \u2014 who wants to end on a losing note? \u201cYou start playing because you want to have fun, but you continue playing because you want to avoid feeling unhappy.\u201d <\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Are Facebook likes are the first \u201cdigital drug\u201d to dominate our culture? The same thing applies to Facebook likes. \u201cIt\u2019s hard to exaggerate how much the like button changed the psychology of Facebook use \u2026 A post with zero \u2018likes\u2019 [isn\u2019t] just privately painful, but also a kind of public condemnation: either you didn\u2019t have […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"single-feature.php","format":"standard","meta":{"_acf_changed":false,"newspack_ads_suppress_ads":false,"newspack_popups_has_disabled_popups":false,"newspack_sponsor_sponsorship_scope":"","newspack_sponsor_native_byline_display":"inherit","newspack_sponsor_native_category_display":"inherit","newspack_sponsor_underwriter_style":"inherit","newspack_sponsor_underwriter_placement":"inherit","ep_exclude_from_search":false,"_primary_brand":0,"newspack_featured_image_position":"","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[12012],"tags":[72,2380,12011,12010],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-650158","post","type-post","status-publish","format-standard","hentry","category-speed-round-the-weekend-edition","tag-enterpriseam","tag-speed-round","tag-speed-round-the-weekend-edition","tag-the-weekend-edition","wpautop","entry"],"acf":{"mongo_id":"e3da2d1c-d706-48ff-9ca4-47e7280e10b0","order":"0","is_powered_by":true,"section_story_id":"58b48825-146b-47bc-b694-de65c5baaf05","story_type":"1","photo_url":"","photo_position":"above","related_issue":[650141],"teaser":"","voice_url":""},"yoast_head":"\nThe psychology of Facebook likes, or what makes us so addicted to technology - EnterpriseAM Egypt<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/enterpriseam.com\/egypt\/2017\/03\/17\/the-psychology-of-facebook-likes-or-what-makes-us-so-addicted-to-technology\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The psychology of Facebook likes, or what makes us so addicted to technology\" \/>\n<meta property=\"og:description\" content=\"Are Facebook likes are the first \u201cdigital drug\u201d to dominate our culture? 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AI is already taking over white collar jobs in Japan (buy-buy, insurance claim\u2026","rel":"","context":"In "SPEED ROUND, THE WEEKEND EDITION"","block_context":{"text":"SPEED ROUND, THE WEEKEND EDITION","link":"https:\/\/enterpriseam.com\/egypt\/category\/speed-round-the-weekend-edition\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":595921,"url":"https:\/\/enterpriseam.com\/egypt\/2019\/08\/14\/egyptian-trucking-app-trella-joins-y-combinator-accelerator-program\/","url_meta":{"origin":650158,"position":3},"title":"Egyptian trucking app Trella joins Y Combinator accelerator program","author":"enterpriseam admin","date":"14 August 2019","format":false,"excerpt":"STARTUP WATCH- Trucking app Trella joins Y Combinator accelerator program: B2B trucking startup Trella has been accepted onto Y Combinator\u2019s summer 2019 accelerator program, according to a press release (pdf). This will give the Cairo-based company access to the US startup accelarator\u2019s network of investors, mentors, and partners. The likes\u2026","rel":"","context":"In "Speed Round"","block_context":{"text":"Speed Round","link":"https:\/\/enterpriseam.com\/egypt\/category\/speed-round\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":651908,"url":"https:\/\/enterpriseam.com\/egypt\/2017\/02\/23\/the-secondary-market-likes-egypts-eurobonds-trading-tighter\/","url_meta":{"origin":650158,"position":4},"title":"The secondary market likes Egypt\u2019s eurobonds, trading tighter","author":"enterpriseam admin","date":"23 February 2017","format":false,"excerpt":"Egypt\u2019s eurobonds are doing well on the secondary market: Yields on the eurobonds Egypt sold last month have tightened by 0.5-0.6% since issuance, according to BNP Paribas\u2019 weekly debt capital markets report. 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