Augustin Lignier, a professional photographer in Paris, wondered why so many people take pictures of their lives and share them online. Inspired by the work of B.F. Skinner and his test chamber for rats, Lignier built a photo booth for rats. The tower-like box had a camera and dispensed sugar whenever the rats pressed a button inside. The rats could then see their photos on a screen. Lignier observed that the rats would continue pressing the button even when the rewards became unpredictable. This behavior mirrors how social media companies keep users engaged. Social media has been likened to a Skinner Box, offering periodic, unpredictable rewards that keep people hooked. In a 2014 study, some participants preferred to shock themselves instead of being left alone with their thoughts, highlighting our discomfort with being alone. Thus, pushing levers and scrolling through content serves as a distraction from this discomfort.
