Chapter 1
The birth of the bottomless feed
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Chapter 2
Your brain on dopamine
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Chapter 3
The dark patterns of design
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Chapter 4
Reclaiming your digital attention
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YOUR GOAL
Master of The infinite scroll
Ch 2 · Your brain on dopamine
futura Your brain on dopamine
That next scroll's a surprise, Unlocking your brain's prize, Dopamine keeps you seeking!
Fun Fact
Dopamine's real job: Dopamine is actually a chemical of anticipation, spiking when you expect a reward rather than when you actually receive it.
Glossary
dopamine (noun)
A neurotransmitter in the brain that plays a major role in regulating reward, motivation, and motor control. Aza Raskin's 2006 infinite scroll design systematically exploits dopamine to hook users through unpredictable feed rewards.
A neurotransmitter in the brain that plays a major role in regulating reward, motivation, and motor control. Aza Raskin's 2006 infinite scroll design systematically exploits dopamine to hook users through unpredictable feed rewards.
Quiz
Which neurotransmitter is primarily responsible for the anticipation of a reward in your brain?
Quiz
Which three-step loop, popularized by Charles Duhigg, describes how habits form in the brain?
Quiz
What did neuroscientist Wolfram Schultz discover about dopamine in his 1997 monkey experiments?
Quiz
What happens to dopamine levels when a social media post gets way more likes than you expected?
Quiz
What is the psychological term for receiving rewards at unpredictable, random intervals?