Online All the Time? Researchers Predicted It | Retro Report on PBS

Summary

This script explores the impact of technology on human behavior, drawing parallels between B.F. Skinner's behavioral psychology experiments and modern tech design. It discusses how companies use 'variable reward' schedules to create habit-forming products, like social media platforms, that exploit our psychological vulnerabilities. The video also raises concerns about technology's addictive nature and the ethical implications of designing for user engagement, suggesting that awareness is key to overcoming our tech addiction.

Takeaways

• 📱 Technology has become an integral part of our lives, with devices like the iPhone central to daily activities.
• 🌐 Social media platforms, such as Facebook, have a massive global reach, potentially making them the largest 'country' by user base.
• 💬 The prevalence of technology has altered communication patterns, with families opting to text rather than talk face-to-face within the same household.
• 🔄 Even technology leaders, like the CEO of Apple, acknowledge potential overuse and dependency on their devices.
• 🔑 Understanding the addictive nature of technology requires looking back at the principles of behaviorism, as studied by psychologists like B.F. Skinner.
• 🕊 Skinner's experiments with pigeons and rats demonstrated the power of variable rewards in shaping behavior, a principle that can be applied to modern technology use.
• 🎰 The concept of variable rewards is likened to gambling, where the unpredictable nature of rewards keeps individuals engaged and potentially addicted.
• 🛠 Behavioral design, as practiced by professionals like Nir Eyal, involves creating products that form habits by addressing emotional needs and utilizing the psychology of variable rewards.
• 🔄 Social media platforms and apps use 'hooks' to engage users, capitalizing on Skinner's findings to keep them coming back for more.
• 🤔 There is a growing concern about the ethics of designing technology that exploits human psychology to maintain user engagement.
• 🛑 Skinner's daughter, Julie Vargas, suggests that her father would disapprove of the way his work is being used to manipulate users, especially the younger generation.
• 💡 Awareness of the psychological mechanisms at play in technology use is the first step towards breaking the cycle of addiction and reclaiming control over our behaviors.

Q & A

How has technology reshaped our interaction with the world over the last decade?

Technology, particularly through devices like the iPhone and platforms like Facebook, has significantly changed how we interact with the world, making it possible to stay connected and access information instantly, but also leading to a reliance on digital communication even in close physical proximity.

What is the significance of the statement 'If Facebook were a country, it would be the largest in the world'?

This statement highlights the massive scale of Facebook's user base, indicating that one-third of the world's population uses it monthly, emphasizing the platform's global influence and reach.

Why are some people turning to rehab due to their relationship with technology?

The script suggests that the addictive nature of technology, particularly the constant need to check devices and social media, has led some individuals to seek help through rehabilitation to manage their dependence.

What was B.F. Skinner's fundamental principle of behavior that he demonstrated with pigeons?

B.F. Skinner's fundamental principle of behavior was operant conditioning, which he demonstrated by using rewards to selectively reinforce certain behaviors in pigeons, showing that behavior could be shaped and controlled.

What is the 'variable reward' and why is it significant in shaping behavior according to Skinner?

The 'variable reward' is a technique Skinner used where the timing and frequency of rewards are unpredictable. This unpredictability makes the behavior more persistent because the subject continues to engage in the behavior in anticipation of a reward.

How did Skinner's work with pigeons and rats relate to human behavior?

Skinner's experiments showed that the principles of operant conditioning could be applied to a variety of species, including humans, suggesting that similar behavioral shaping techniques could be used to influence human actions.

What is the 'HOOK' design pattern used by companies to build habit-forming products?

The 'HOOK' design pattern is a psychological strategy that includes an internal trigger, an action, and a variable reward to create a cycle that encourages users to return to the product, forming a habit.

How does the 'pull to refresh' gesture contribute to the addictive nature of apps like Twitter?

The 'pull to refresh' gesture introduces an element of uncertainty and anticipation, similar to a slot machine, which keeps users engaged and coming back to see new content, thus contributing to the app's addictiveness.

What is the growing concern regarding technology companies and their impact on society?

There is a concern that technology companies are exploiting vulnerabilities in human psychology to keep users addicted to their platforms, potentially disrupting societal norms and behaviors.

How did Skinner's daughter, Julie Vargas, view the application of his theories in today's technology?

Julie Vargas believes her father would be appalled by how his theories are being used by some technology companies to control and manipulate users, especially young people.

What is the potential solution to overcoming our addiction to technology according to the script?

The script suggests that understanding and recognizing the mechanisms of control exerted by technology may be the first step in breaking free from its addictive grip, empowering individuals to change their behavior.

Outlines

00:00

📱 Impact of Technology on Society and Behavioral Psychology

This paragraph discusses the profound impact of technology on our daily lives, highlighting how it has reshaped our interactions and behaviors. It mentions the widespread use of Facebook and the addictive nature of smartphones, even leading some to seek rehab. The narrative then shifts to the past, exploring B.F. Skinner's experiments with pigeons and rats to demonstrate the principles of behavior modification. Skinner's discovery of variable rewards as a powerful tool in shaping behavior is emphasized, drawing parallels to modern technology and its hooks, such as the unpredictability of rewards in apps like Instagram and Facebook. The concept of the 'HOOK' in habit-forming products is introduced, illustrating how companies use behavioral techniques to keep users engaged.

05:01

🎰 Behavioral Design in Tech and Ethical Concerns

This paragraph delves deeper into the concept of behavioral design, particularly in technology products. It uses Instagram as an example to explain how internal triggers and variable rewards can change user habits. The comparison to a digitally enhanced Skinner Box is made to emphasize the addictive nature of these platforms. The paragraph also touches on the 'pull to refresh' gesture developed by Loren Brichter, which has become a ubiquitous feature in apps, further contributing to their addictiveness. Ethical concerns are raised about technology companies potentially exploiting human vulnerabilities, with some industry leaders acknowledging the negative impacts of short-term dopamine-driven feedback loops. Skinner's daughter, Julie Vargas, reflects on her father's intentions for behavioral psychology, suggesting that it could be a force for good if used ethically. The paragraph concludes with a discussion on the potential for behavioral design to improve lives, while also acknowledging the need for users to understand and control their interactions with technology.

Keywords

💡Behavioral Psychology

Behavioral psychology is a branch of psychology that studies observable behaviors and their causes, rather than focusing on mental states or unobservable processes. In the video, B.F. Skinner, a prominent behavioral psychologist, is highlighted for his work with pigeons and rats to understand and shape behavior through reinforcement schedules. His research is foundational to the video's theme of how technology can influence and control human behavior.

💡Variable Reward

Variable reward is a concept from behavioral psychology where the timing and frequency of rewards are unpredictable, thereby increasing the likelihood of a behavior being repeated. The video discusses Skinner's use of variable rewards to keep pigeons and rats engaged in tasks. This concept is applied to modern technology, such as social media platforms, where users keep checking for new content or notifications, not knowing when they will receive a 'reward' such as a like or comment.

💡Skinner Box

A Skinner Box, named after B.F. Skinner, is a type of experimental apparatus used in behavioral research to study the effects of reinforcement and punishment on the behavior of animals. In the video, the term is metaphorically used to describe the addictive nature of technology, where users are 'trapped' in a cycle of seeking variable rewards, similar to how animals in a Skinner Box are conditioned to perform actions for rewards.

💡Habit-Forming Products

Habit-forming products are designed to create a routine or dependency in users, making them return to the product regularly. The video mentions the 'HOOK' model, a design pattern used by companies to build such products. Examples from the script include checking Facebook when feeling lonely or using Google when uncertain, illustrating how these products tap into emotional needs to form habits.

💡Behavioral Designer

A behavioral designer is a professional who applies principles of behavioral psychology to design products, services, or systems that influence user behavior. Nir Eyal, mentioned in the video, is a behavioral designer who helps companies create products that users form habits around. The video discusses how these designers use techniques from behavioral psychology to attract and retain users.

💡Reinforcement Schedule

A reinforcement schedule is a timing mechanism that determines when and how often a reward is given following a behavior, which can influence the likelihood of that behavior being repeated. The video explains how Skinner discovered that an unpredictable reinforcement schedule, where rewards are variable and not always certain, is highly effective in maintaining behavior, a principle that is mirrored in the design of addictive technologies.

💡Pull to Refresh

Pull to refresh is a user interface gesture that allows users to update content by swiping down on a screen. Loren Brichter, mentioned in the video, developed the code for this gesture, which has become ubiquitous in apps like Twitter. The video likens this action to a slot machine, where the uncertainty of when new content will appear creates an addictive pull-to-refresh behavior.

💡Dopamine

Dopamine is a neurotransmitter associated with reward and pleasure, and it plays a role in reinforcing behaviors. The video discusses 'short-term dopamine-driven feedback loops' created by technology, which can be addictive as they provide quick, pleasurable rewards that keep users engaged.

💡Digitally Enhanced Skinner Box

The term 'digitally enhanced Skinner Box' in the video refers to modern technology platforms that use digital interfaces to create addictive behaviors through variable rewards and feedback loops. It is a metaphor for how apps like Twitter and Facebook employ behavioral psychology to keep users engaged in a cycle of seeking rewards, similar to the experimental setup of a Skinner Box.

💡Self-Regulation

Self-regulation is the ability to control one's behavior and emotions. Towards the end of the video, it is suggested that overcoming addiction to technology may come from understanding and recognizing the controlling influences on our behavior. The video implies that by knowing we are being influenced, we can change our environment and behavior, which is a form of self-regulation.

💡Pandora's Box

Pandora's Box is a metaphor from Greek mythology for a situation where the consequences of an action are unforeseen and potentially disastrous. In the video, Loren Brichter uses this metaphor to reflect on his work, suggesting that while he thought he was doing good work by creating 'pull to refresh', it also led to negative consequences that contributed to a significant shift in human culture.

Highlights

Technology has reshaped how we interact with the world, with profound effects on personal and societal levels.

Facebook's user base is so large that if it were a country, it would be the largest in the world.

The rise of technology has led to paradoxical behaviors such as families texting each other within the same house instead of talking.

Even tech industry leaders like Apple's CEO acknowledge being overly reliant on their devices.

The phenomenon of technology addiction has become so prevalent that some individuals are seeking rehab.

B.F. Skinner's experiments with pigeons and rats in the 1950s revealed fundamental principles of behavior modification.

Skinner discovered the power of variable rewards in shaping behavior, a principle that has been applied to modern technology.

The unpredictability of rewards, as demonstrated in Skinner's experiments, is a key factor in creating addictive behaviors.

Casinos serve as a real-world example of how variable reinforcement schedules can hook people.

Behavioral design, once a dubious proposition, is now a sought-after skill in the tech industry to build habit-forming products.

The 'HOOK' model is a design pattern used by companies to create products that users form habits around.

Behavioral designers like Nir Eyal focus on identifying emotional pain points to solve user problems and create product hooks.

Social media platforms like Instagram and Twitter use the principle of variable rewards to keep users engaged.

The 'pull to refresh' gesture, developed by Loren Brichter, is an example of a simple yet addictive feature in apps.

There is a growing concern about technology companies exploiting human psychology vulnerabilities to keep users addicted to their platforms.

Some industry leaders are now speaking out against the harmful effects of short-term dopamine-driven feedback loops in technology.

Skinner's daughter, Julie Vargas, believes her father would be appalled by the misuse of his discoveries in modern technology.

Behavioral psychology can be a force for good, as demonstrated by Skinner's work on teaching machines that help in education.

Understanding the mechanisms of control in technology is the first step towards breaking free from its addictive grip.

Loren Brichter reflects on the unintended consequences of his work and its contribution to shifts in human culture.

The key to overcoming technology addiction may lie in recognizing and understanding the environmental controls over our behavior.

Transcripts

Over the last decade...

-iPhone is like having your life in your pocket.

-...technology has reshaped how we interact with the world.

-One third of humanity uses Facebook at least once a month.

If Facebook were a country,

it would be the largest in the world.

-It's also reshaped our own lives.

-More families are texting each other

while inside the same house instead of actually talking.

-Even the CEO of Apple thinks he's on his iPhone too much.

-Some people are so addicted to technology

and their devices, they're now turning to rehab.

-But to understand how this technology hooks us,

we need to look back to a different time.

-Conquest -- the search for new knowledge

about our universe, our world, and ourselves.

♪♪

What is behavior?

What makes a man love, gamble, write a sonnet?

In this laboratory,

scientists seek answers to those questions using pigeons.

-It was 1959, and an unassuming scientist

was about to tell a nation about a remarkable discovery.

-Dr. Skinner, what are you doing with this pigeon?

-I'm getting ready to demonstrate

a fundamental principle of behavior.

This pigeon is hungry,

and I can give it food just by pressing this switch.

This operates a small food dish

back at the square opening in the wall.

In that way, I can select parts of its behavior

and make it do practically anything I like.

-For decades, behavioral psychologist B.F. Skinner

had been experimenting with pigeons and rats

to see what he could make them do,

but rats pressing levers and pigeons pecking disks

was just the start.

-If it goes past one pigeon, the other pigeon can eat,

and if it goes the other way, the other pigeon eats.

-That's remarkable.

-Of course, we're not interested in behavior

because it's amusing or dramatic.

We want to study its causes and find out how to change it.

-One of those techniques he found that was particularly

useful in shaping behavior was the variable reward.

-The things we do in everyday life don't always pay off,

and they don't always not pay off.

It isn't simple all or none.

We study that in the case of the pigeon

by arranging various schedules or systems of payoff.

-He found that if you don't know what is gonna

come down that chute in terms of a reward,

and you don't know when it's going to come,

you will stay there pressing the button and pulling the lever.

-The key, Skinner discovered,

was making the payoff unpredictable.

-That element of uncertainty, that perfect sweet spot,

that balance of, you know,

predictability yet uncertainty --

that is the most addicting reinforcement schedule.

-To help make his case that humans could be

controlled in the same way, Skinner pointed to casinos.

-People gamble because of the schedule

of the reinforcement that follows.

-In Skinner's time,

people found a lot of what he said

for cultural and historical reasons to be very creepy.

The idea that we could be controlled was coming

right on the heels of this image of sort of communism

and that we could be all turned into little drones

executing the commands of others,

and so people were repelled by it.

-I come back to the old question, the old objection --

quis custodiet ipsos custodes?

Who is going to guard our guardians?

Who is going to modify the people

who are going to modify us?

-In the climate of the '70s, '80s, and even '90s,

it would've been a very dubious proposition to call yourself

and advertise yourself as a behavior designer.

-But that's not the case today.

-I'd like to share with you a design pattern

that companies use to build habit-forming products.

It's called the HOOK.

-I decided to dive deeper into the psychology

of what makes products habit-forming

hoping that I could build a habit-forming product.

-Nir Eyal now works as a behavioral designer

helping companies figure out

what kind of behavioral techniques

will attract users and keep them.

-What we find is that habit-forming products

have what's called a hook designed into the product.

If we feel lonely, we check Facebook.

If we're uncertain, we Google.

All of these things fundamentally cater

to an emotional itch, an emotional discomfort.

What we want to do is to find the pain points in users' lives

so that we can solve that problem for them.

-But behavioral design goes beyond

simply finding and easing an emotional itch.

The hooks built into these products

are also intended to keep users coming back,

and here, Skinner's discoveries are key.

-The connection is to make something interesting.

It needs to be variable.

It has to be -- there has to be

some kind of mystery, some kind of uncertainty.

Instagram is a great example of a product

that has a fantastic hook built in.

The internal trigger is when you're seeking connection.

The action is to open the app.

The variable reward is to scroll the feed.

Over time, you're changing your habits to use this product.

-There are certain possibilities,

and there's certain uncertainties, right?

So something like Twitter really has that feel of,

you never know when a pellet is gonna come down the chute,

and the same with Facebook.

You log on, and you just keep scrolling to see, like,

when am I gonna get a little hit?

I think it is useful to think about them

as some kind of digitally enhanced Skinner Box.

-Loren Brichter is one reason Twitter is so addictive.

He developed the code for the now-ubiquitous gesture

known as "pull to refresh."

-It was literally five lines of code.

I put it in, and it was done.

Like, that was pull to refresh,

and then people starting putting it in everything.

In my mind, I did it because it was a more natural gesture.

Like, it was a little bit more ergonomic.

Some people likened it to a slot machine,

which makes a ton of sense in hindsight.

-Today, there's growing concern that technology companies

have gone too far

in their attempt to keep users glued to their screens,

and some of the industry's leaders are speaking out.

-The short-term dopamine-driven feedback loops

that we have created are destroying how society works.

-It's not about giving you all this freedom.

It's about sucking you in to take your time.

-I mean, it's exactly the kind of thing

that a hacker like myself would come up with

because you're exploiting a vulnerability

in human psychology.

-Skinner's daughter, Julie Vargas,

says her father believed that behavioral psychology

could be a force for good if it was used in the right way.

-My sister's school had Father's Day,

and what he saw was the teacher giving a lesson

and then giving a worksheet,

and some of them were doing it quickly.

Others were clearly not knowing what to do.

And that one turns.

So he came home, and he said, "I'm making a teaching machine."

-One of the practical applications of laboratory work

in the field of behavior theory is the teaching machine.

-These machines are now being used

to teach everything from telling the time to advanced physics.

Satisfaction from achievement is a powerful human reinforcer.

-He had an ethics, you know --

an ethics of collective human flourishing

that depended on making the right choices

rather than ones that would deplete us

and keep us in the corner of the Skinner Box pressing the button.

-Vargas says her father would be appalled

by the way his discoveries are being used

by some technology companies today.

-He would be horrified at how much control

these little devices, or the interaction,

has over particularly the young people of our society.

-Just because something is potentially addictive

doesn't mean we don't have control.

We're not freebasing Facebook.

We're not injecting Instagram here.

-Eyal says that many behavioral designers

are actually trying to improve users' lives.

-I'll give you example after example.

Duolingo helps us learn languages.

We've got apps that I use every day

when I go to the gym that helps me exercise,

apps to help us stop smoking,

apps that help us stop using our technology

are all using these behavioral design tactics.

-But in the end, the solution to help us overcome

our addiction to technology may not come from an app.

Instead, it may be from understanding

one of Skinner's most important realizations --

knowing you're being controlled by something

might be the first step to breaking its grip.

-Science liberates you to the extent that you now understand

why things are happening

and when they're going to happen.

Knowing what in your environment is controlling your behavior

lets you change that environment and change your own behavior.

-Loren Brichter is among those now thinking more deeply

about his environment and the ones he created.

-On some levels, it was -- like, I thought I did,

like, good work.

But on other levels, like,

I think that work led to bad things happening,

and they're all part of this big thing that,

like, led to this massive shift in, you know, human culture.

There's no undo button.

I mean, all technology is like Pandora's Box.

You can't predict what making any of this stuff is gonna do.