Yep, the variable reward schedule https://gamification21.wordpress.com/learning-content-3/16-reward-schedules/ https://gamification21.wordpress.com/learning-con

Yep, the variable reward schedule https://gamification21.wordpress.com/learning-content-3/16-reward-schedules/ https://gamification21.wordpress.com/learning-content-3/16-r... It's an incredibly powerful effect. Slot machines and the "smart" social media timelines (rather than pure chronological) are the apotheosis of this in humans. Switching both Facebook and Twitter to pure chronological view makes them way less addictive as the element of surprise is all but eliminated on most people's timelines. The platform no longer presents you with something different each time you pull down to refresh.