Behaviourism, the psychology theory that the behaviour of human beings is best understood as responding incentives and rewards, has been around since the 1930s. It was overtaken in scholarly thought in the 1950s, but it’s a big deal in Silicon Valley today. Behaviourism helps us understand why games are so addictive. Why Apple is obsessed with making the unboxing experience as pleasurable as possible. A fascinating feature in 1843 Magazine gives an in-depth explanation of how it all works and who the scientists are that make it all happen.
The more immediate and intense a rush of emotion a person feels the first time they use something, the more likely they are to make it an automatic choice. It’s why airlines bring you a glass of champagne the moment you sink into a business-class seat, and why Apple takes enormous care to ensure that a customer’s first encounter with a new phone feels magical.
Check It Out: Behaviourism – the Science That Makes Apps so Addictive