Habits are automatic behaviors triggered by situational cues, either internal or external. A look at how tech companies do this to get us hooked to our digital devices and apps illustrates this beautifully.
1. Tech is Designed to Get you Hooked
Those designing the digital age understand this very well and have used this understanding to get us “hooked.” Tech companies may lure you in with external triggers, but their goal is to attach your use of the technology (or other behavior) to internal triggers. That way, you feel compelled to do the behavior on your own.
Digital devices and applications are carefully crafted to draw us in, not just once or twice, but over and over again until it is hard to imagine our lives without them.
2. How Do Tech Companies Do It?
Tech companies aim to get you “hooked” by running you through the following behaviors until the action becomes a habit – it occurs without conscious thought. Here are the steps:
Trigger
Action
Variable reward
Investment
Trigger – A trigger is what activates the behavior and there are two types of triggers – external triggers and internal triggers. External triggers are those that exist outside the individual and cue the desired behaviors while internal triggers are drives that compel the person to activate the behavior. While compulsive behaviors may be triggered by external cues initially, when activated enough they become associated with internal states and drives, at which point they are internally driven and become part of our routine. They are a habit.
Action – Action is the behavior that follows the trigger. This is typically done in anticipation, whether conscious or not, of a desired reward. And there are two ways to make it more likely one takes a particular action. These include the ease of the action and the psychological motivation to do it.
Variable Reward - A variable reward is one of the most powerful tools used by tech companies to keep you coming back for more. Think slot machines. We know at some point the slot machine is going to hit the right combination of winning numbers. It could be this turn. It could be the next. We just don’t know for sure so we keep playing. Slot machines are the classic example of variable rewards because there is no pattern as to when the reward is coming. This type of reward schedule creates a craving for the reward, and the behavior itself, and as a result is highly addictive.
Investment - Over time, the investments we make in an activity have a powerful influence over our perceptions and future behaviors. The more we invest in an activity the more we tend to value it. This could be a financial investment, but it can also be the investment of time and energy or even the data we have stored or the social connections we have accumulated using a service (e.g., search, email, or social media). Are you willing to give all that up by stopping? Often, the answer is no.
3. How Have They Gotten You Hooked?
Soon, you are going back to the device or app over and over again without prompting. People start playing games because they are fun. Over time, however, they keep playing to avoid feeling unhappy. This is a very powerful internal trigger since humans are more driven to avoid pain than to seek pleasure. A good example is why so many people would rather give up sex (i.e., pleasure) to avoid pain (i.e., going without their phone). You feel bored, lonely, or stressed and swipe your phone on to check your favorite social media, login to your game, or check your email.
You are not alone. We have all been affected to some degree. How is this showing up in your life?