Apps have brought a world of entertainment to our fingertips, allowing us to access exciting games, captivating shows and relatable content whenever we want. While scrolling through our feeds or using streaming services, we’ve all been there. “Just one more”. While it may seem harmless, modern apps are built to encourage and enable this behaviour in us.
App designers and developers have perfected the art of turning our interests and human behaviours into an endless engagement loop. While apps provide us with entertainment, this can quickly spiral into hours of wasted time and a bitter sense of regret and even shame. “Just one more” may seem harmless enough, but it can quickly swallow up attention, money and peace of mind. So how does it work, and how can we break free from it?
How The Psychology Behind “Just One More” Works
The “just one more” phenomenon is commonly seen when binge-watching shows, playing games or scrolling social media. It’s something that affects pretty much everyone, mainly because our brains work in more or less the same way. It taps into a specific neurological loop, one that has evolved over time to encourage rewarding behaviour.
Almost everything about our psychology is based on dopamine, a neurotransmitter that is released as a reward. Known as the “feel-good” neurotransmitter, it plays a significant role in motivating us, helping us achieve goals and pursue interests. Enjoyable activities like eating, winning or social interaction all result in a release of dopamine.
Interestingly, the brain actually releases more dopamine in anticipation of a reward than in response to the reward itself. This is known as the brain’s seeking system, which drives us to explore and learn, gathering new information and creating new neural pathways within the brain.
As our ancestors evolved, these functions within their brains led to behaviours that encouraged vigilance and trial-and-error thinking. As a result, they were better equipped to adapt to new situations and survive in harsh environments. However, in the modern world, these same functions now result in us often being trapped in engagement loops.
The Ways Apps Are Designed to Exploit Our Psychology
Most apps, including social media, streaming services and online casinos, are designed to increase engagement and keep users active within the app. As a result, it’s become difficult for many people to put their phones down and stay focused.
According to recent studies, “smartphone addiction”, particularly among younger generations, is on the increase. This can include behaviour such as spending more than 5 hours a day on their phone, checking devices hundreds of times per day and feeling anxious when separated from their devices.
One of the most significant ways in which app developers boost engagement in their platforms is by activating the reward system and seeking system within the brain. For example, each time we watch an episode of our favourite shows, our brains release a flood of dopamine. However, when an episode ends on a cliffhanger, we naturally want to keep watching to see how the story is resolved.
Fear of missing out (FOMO) and social connectivity are also ways that apps are built to keep us engaged. Our brains encourage social interaction, and make us feel like we’re doing something wrong if we’re not engaged in behaviour that others are following. By encouraging users to discuss content, apps can gain new users and increase engagement with existing ones.
Engaging with content online can sometimes feel like playing online slots, where we can never be sure that the next scroll will be enjoyable. Much like the games found at Megaways Casino and other sites, social media platforms are designed to be variable, as unpredictable outcomes lead to more dopamine being released.
The Impact of Excessive App Use
Excessive app use, including social media, gaming and binge-watching, has been linked to cognitive issues and poor mental health, including depression and anxiety. Using apps and engaging with online content before bed can also lead to disturbed sleep patterns, which can have a knock-on effect on physical and mental health.
Binge-watching or mindlessly scrolling can also act as a type of stress relief, helping us disengage from the world around us. While this may provide temporary relief, spending too much time scrolling or binging may result in feeling higher levels of anxiety, contributing to a negative feedback loop.
Although engaging with content on social media can make us feel connected in the moment, the reduction in face-to-face social interactions can still result in feelings of loneliness. What’s more, unrealistic content has been shown to lower self-esteem and contribute to feelings of missing out.
Avoiding the Engagement Loop
While many apps can have a positive impact on our lives, it’s important to limit their use and ensure they’re not contributing to bad habits. The first step is to actually track your app usage. Most smartphones now have built-in controls that show you your screen time and which apps you’re using the most. You may also be able to set app limits, where you can only use the app for a certain amount of time each day.
Being aware of your app usage habits is half the battle in avoiding the engagement loop and preventing excessive use. Once you’re aware of them, it’s easier to practice mindfulness techniques to resist the urge to check your device. You can also block notifications and use grayscale mode, which will make your device less distracting.