Thursday, December 18, 2014

Addictive Social Media

Plenty of research has demonstrated that the addictive quality of social media is very real. And according to a new study, heavy social media use may also contribute to a different type of addiction ... Psychologist Julia Hormes, who led the study, said that Facebook was found to have especially addictive properties. The respondents spent an average of one-third of their online browsing time on Facebook, and 67 percent received Facebook push notifications on their phones. "New notifications or the latest content on your newsfeed acts as a reward. Not being able to predict when new content is posted encourages us to check back frequently," Hormes said in a statement. "This uncertainty about when a new reward is available is known as a 'variable interval schedule of reinforcement' and is highly effective in establishing habitual behaviors that are resistant to extinction. Facebook is also making it easy for users to continuously be connected to its platform, for example by offering push notifications to mobile devices." more

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