Styliana Sarris - The Behavioural Psychology Underpinning Addictive Technology

What incentivises us to behave in a certain way and what acts as a deterrent?

Through a myriad of experiments in his 1930s Harvard Laboratory, B.F Skinner centred his research on tackling this very question. By way of artful manipulations of the environment, Skinner observed and recorded his theory of Behaviourism - documenting how different variables impact behaviour formation and extinction. The stage in which the experiment took place - famously coined the Skinner box - told the worldfirst story of a rat psychologically hooked on food pellets.

Fast forward nearly a century later, and the protagonist amidst a tale of behavioural experimentation is no longer a mere rodent. Carrying Skinner-esque devices in our pockets, the everyday user has become victim to all sorts of covert behavioural manipulation they are not privy to. Despite being heralded as tools with emancipatory potential, software products have graduated with the times - now augmenting old tricks to design new behaviours.

As the custodians of a product’s experience, our remit goes beyond merely alleviating user pain points and creating ‘delightful’ experiences. We design behaviours. And with this, comes a newfound responsibility.

In this talk, we will explore how products leverage tricks from behavioural psychology to keep users ‘hooked’, and how we can use this knowledge to avoid designing with dark patterns and ultimately become better practitioners.

Transcript

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2. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 69 STEVE BATY: Tha k e ch f ha . OK, e e e e j i i g i S lia a Sa i . Did I ce ha c ec l ? I h e I did. Thi e alk i g i g l k a he beha i al ch l g - hell . STYLIANNA SARRIS: I did ' hea h ced i b i ' S lia a. STEVE BATY: Y ' e g i g be alki g ab f a e a d a lica i . STYLIANNA SARRIS: Ca ee ha al igh ? STEVE BATY: I ca . I ill ha d e . Tha k e ch. STYLIANNA SARRIS: Tha k , S e e, a d ha k I ha e Ni a f a i a ic d i g he a de ic. Tha k f ha i g e he e da . I a gi e a ick e ie f ha I' g i g alk ab da . I' g i g a ff i h a ick i d c i f elf gi e a bi e c e ab h hi alk a i ed. We' e g i g e i f da i f beha i i , he he f c di i i g a d cha gi g i d e bef e e e i he ke i f he alk hich i he beha i bec e addic i . S c e i g hi g like i e i e ched le f ei f ce e , e a le f h he e ick a e e l ed a d a lica i ha f e e e da . H habi a e de ig ed a d he e d e g f he e, a bi f a a ai al e d ff. S I had a bi f a al e i e e ie ce de ig . I kicked ff hi ki g I a g i g be a acade ic, d i g a d ble deg ee i ch l g a d hil h a he U i e i f Melb e. F a ch e ec i e I a ed b f c i g beha i al ch l g a d he
3. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 70 ed i e cie ce. O he he c e a f die I died hil h kicki g ff i h e hical he bef e I ed i e hil h f cie ce hich i a he f k ledge. O e he la fi e ea , I a eall l ck ac ice i i d a d ki d f a l hi k ledge a l i de f jec . I' e ake e ke highligh h he e. S e e ie ce leadi g he i g e ea ch he Vi gi A alia bile ede ig back i 2017-2018. I ked a he lead UXe he V daf e D ea Lab a d AGL' i al e la e ice. E gh ab e. Le ' e i e f da i f beha i i . S beha i i i ha h gh a d feeli g a e i ible b e e. The ' e bjec i e, i c i e , ha d ea e e i icall a d a f ile e e ci e he beha i i gi e beha i a e f e i e i c g . Wha he beha i i ld a i i ead e h ld f c b e i g h a e i e ha e ha i d e . I ' ea ie ea e e i icall a d e ca ea e a cale. Back i 1930 , BF Ski e a ed de i e a he he ie ha a i la i g diffe e a iable i e e' e i e ld ha e hei beha i . S h did he e hi h he i ? Well, le ' e he ce e. We ca ake e i i a i f Ma a ha he ca gh . The e ec ed ag i f da i a de . The age a hich i all k lace i called he e a c di i i g cha be he Ski e B . The ed e a e a hi le e , hich a igi all e al, he f d di e e hich i he e he ad i i e ed he e a d a d he elec ic g id hich i h he ad i i e ed i h e . Th gh a i la i g he diffe e e f e a d a d i h e a d ched le ha he a lied hi he a , he b e ed h he a '
4. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 71 beha i ld cha ge. A d ala ca e i h hi he f e a c di i i g. The he g e a f ll . A ce ai beha i ha a e a c d c if he e i e ei f ce he beha i , i i c ea e he likelih d f he de i ed beha i bei g e ea ed agai . If i ' i hed, i ed ce he likelih d f he beha i bei g e ea ed agai . Wha he c cl ded i ha beha i ld i i ha if de a d he b ca de a d he beha i if a d de ig ed he igh b ca c l beha i . Thi i he e i ge i e e i g. A e al del ha I like i i e f de a di g he i di id al i a i g ie life h gh a e ie f Ski e b e . We ha e be c g a e ha a a i di id al, h gh a a i de el e a d j e h gh life e ha e diffe e la e a c di i i g a d diffe e e i e al c di i ha ha e cha ged beha i . S I g e he cl e e ha i i edia e ela i hi . The e a e hi g like he diffe e a e i g a egie ha a e e l ed, b ei f ci g a d i hi g diffe e beha i , b e ece l f he diffe e e f a e e' e had i e e ie ce a d he diffe e beha i ha he ' e ei f ced i hed i . The la e ab e ha a e he i i i ha i e' e had e gage e i h, he ch l ha e e g i g , b a be e ece l he k lace ha e a e i . S ce ai e f c l e k lace c l e ei f ce i h diffe e beha i a d ld he e diffe e a . O e la e f ha a e he ac e ha e li e i hi . S ha ' ec ic, li ical, ed ca i , g e e , a d eligi e ha e' e ea ed i hi . F a e a le, eb d ai ed i he We ha igh ha e had e e e he ca i ali ic e igh
5. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 72 di la e i di id ali ic ali ie e e e f a c i ace h ha e c llec i i ideal . B he ca a i ha ech l g c ld ' ca e le ab he e ' e f , ki d f h i edia e ela i a e. I ei f ce a d i he ega dle f if ' e f he Ea We a d ha he Ski e b f c le el e ag i de. S i i e ec i e, a Ski e b de ig ed i E gla d ca i fl e ce beha i i he S a e . S e eig ake a c le el e f . I ' l ge defi ed b ge g a h . I ' a e a e e f li ical a fa e. We' e ee hi i Mic f ' TikT k ac i i i dile a hich i a e bei g la ed a e eak. De ig i cha gi g e ec i e ha e' e de ig i g. S e e i e face ca be ee a hi e e d l e f l Ski e b hich c e i all ha e a d i e . We ca he i cke , a d i , i ea a d e bedded i ce eb al c e he i e ca ' ee he . S i h ha c e he c g i a ce ha a de ig e f he e i e face , e d e ha e el de ig e fl , l k e d- -e d j e . We de ig beha i . S le ' ha e a l k a h e g f j eachi g a beha i c l i a i g a addic i i e . S b ildi g he ab c di i i g, e a bef e he e' ei f ce e a d i h e , le ' g e la e dee e a e b ild k ledge. The e' e f ei f ce e i hi he . S e' e g i i e ei f ce e a d ega i e ei f ce e a d b h a e c d ci e i c ea i g he likelih d f a de i ed beha i bei g e ea ed agai . A d he diffe e ce be ee i i e a d ega i e eall j e ai he fac ha i h i i e ei f ce e ' e addi g a a iable he ea i h ega i e ei f ce e ' e e i g a
6. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 73 a e i e i l a d b h lead ei f ci g ha beha i . Le ' l k a e e a le . S , a eall ea e i de c fi a i . S if ecei e a de c fi a i e ail af e g i g h gh a a e ga e a , ha i i el ei f ce cha e beha i . O e i e, e' e bee ai ed e ec hi ki d f ei f ce e a d f e feel di e ed he e d ' ecei e i f ll i g a e . N , ha I eall like ab hi e a le i ha i eall h h beha i ai ed f e d c ca be ge e ali ed he . Wi h e c a ' e ai ed ecei e ha c fi a i ifica i , a d ecei e i f he aj i f c a ie . If a e e gage e c e i a d d ' ecei e ha ifica i , ac all feel di e ed beca e e a ge e ali i g e ec a i f ha feedback l he d c ha e e c e . A he e a le f i i e ei f ce e a d e ha I a ic la l eall like i he a ha Faceb k e e effec . S i g c g a la i a f ie d' ac all e l i c ee a i a i g i h c fe i a d ball , hich I eall , eall like, de i e he fac ha Faceb k ha e di c i ed hi fea e I c ld ' d a li e ec di g f g b he i a i ac i , hi fea e i i el ei f ced hi be e le beha i i he e . A cial c g a la i g f he hich i a e f l a e c age ha c al feeli g h gh he a lica i . A he e a le - , a e e a le f ega i e ei f ce e , ef e hi g i d ha ega i e i he e e a a e i e i l ei f ce beha i a d a cla ic e a le f hi a e fil e a d a fil e f c i ali . We ee hi h gh a lica i f S a cha , h kick a ed i all, a d he la f ha ha e ada ed hi f c i ali , like I ag a ie hich le edi . Wha fille e d i ei f ce c i e e gagi g b e i g
7. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 74 he eed h face d i g a l e able e , f e a le, i h ake- . H e e , hi i edia e g a ifica i ha a l g- e i ac a d he e' le f li e a e c e i g hi a d h ch f a effec he ' e had ce ai e al heal h i e ch a b d d hia. Pe ha a e be e le e f e f ce e i Z ' i al backg d fea e. I e f i al backg d , hi fea e a age ha di a ba i f e h i g hei ee hei h e. Thi c ld hi d backg d e a ki g li i g c di i . S e i g hi a e i e i l f he e a i , Z e e he la i g field b ei f ci g e hei ca e a a d l i a el c ea e a e e gagi g i al ee i g cla . N , he e' diffe e a ha ca ched le hi ei f ce e a d he a e b h c d ci e diffe e e f beha i al a e . S he fi e f ched le f ei f ce e i c i hich i he he de i ed beha i i ei f ced e e i gle i e ha i cc . I ' effec i e he ' e eachi g a e beha i a d c ea e a eall g a cia i be ee he e beha i a d he e e. H e e , ch d a i e b i g a li le bi f a ba ic e cie ific le , ch f he d a i e ha ad e e effec beca e e fall ic i hi ble called hed ic ada a i , hich i i he i i le e ge ed ice hi g he i he e he d ' feel g d a e af e e e ie ce he . C ide he feeli g ha ge he fi b a e ca . Y feel ha d a i e hi a he begi i g b af e a hile i d e ' gi e ha a e feeli g f e h ia a i did he fi i e b gh i beca e ge ed i . S e h gh he e edic able he e a d, he e addic i e he e . Thi i beca e D a i e gic de le i i c ea e
8. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 75 he e i l i i f e a d. Thi i he e i e i e ched le f ei f ce e c e i he he de i ed beha i i ei f ced a a edic able f e e c i e. I ' effec i e he he beha i ha al ead bee e abli hed a d a ca ee he e, he e' a diffe e eed f beha i ac i i i a d hi hi g called beha i e i a ce e i c i , hich, i e , i UX de ig , i like beha i e e i . I ' a diffe e a f a i g i a he he g e . A ca ee, he e ha e' e ac all f c ed e f addic i a e he a iable a i a d i e al a d he e' diffe e beha i e e i . Le ' g i h a a iable a i ei f ce e ched le hich i he ei f ce e i deli e ed af e a edic able be f e e . Y ca e e edic h a i e i ill ake f ge a a ch he i d e i ill ac a a ei f ce kee i i g. Thi ac he a e i ci le a a ke achi e hich i ala i g a d ha ' h i ' effec i e. A he e a le f a a iable a i i TikT k d ' k h a i e ha e e f he lide a il e j he ide . The c e ha fi d ab i able hile ' e g i g h gh TikT k feed c ib ed a ch addic i f TikT k a he c e ill fi d a eali g. Y ca ' edic he ill e j he ide kee cha i g ha feeli g f e h ia he d fi d a ide e j able. A d d ge ha e a d. A a he e f ched le e ha e he a iable i e al hich e a e i e. S ha ' he diffe e ce be ee a e a i a d i e al a d i ' he ei f ce e i deli e ed af e edic able i e i e al . F e a le, af e ha i g l aded a ic e cial edia, d ' k he ill ecei e ec g i i i e f like a d c e beca e a ce ai a f i e ill g b il ge ha
9. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 76 e a d a d ca ' edic ha . Whe kee g i g check cial a d ee hi e a d ha ei f ce kee g i g i a d checki g. I ' he a e i ci le ha a lie he check e ail , he e i dicall g i check e ail he l ck h e ee if he e' a e age. Tha eed j g i a d l ck h e ee if he e' a e age de i e ha i g ecei ed a ifica i . S h a e he e de ig habi - habi de ig ed, . E e iall , de ig a habi , I' i g he d habi a a i i e c a i f he d addic i beca e he e' a l k a i . B a i g e' e i g hi i a be e le a a de ig f ic e i . Re e i i i ke f i g a habi a d he f e e c f he e i e ac i i e c d ci e de el i g a habi ha he d a i f he i i . Whe ' e ea i g hi i a al ic , ' e al e a i g a e he f e e c f e e gage e e he ac al d a i ha e ha e bee i he a lica i f . A eall g ee e a le f hi i Ge li g . The b eak he le i all ch k e c age he h a d e e i i e i i . U e a e e likel e i i lea i g a e la g age. I' ill ck le h ee i lea i g F e ch. A he hi g a d i ake e ' e e i g a di ac i li. A clea e eed be ade be ee he beha i a d e a d f ha a cia i be e abli hed. Wha a d i c l f a e a e a iable . Y a c l f a - la ge ad e i e e i he a ea f a he e a e i g ai a beha i . UX g e head head beca e d ' a ha e a ad e c e i g i h ha beha i ha ' e i g ai a d he habi ha ' e i g f . S ha he e a lica i d i a e cle e a , a e a le
10. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 77 bei g Ti de ha e ee he e b al I ag a ie d hi b e beddi g he ac al ad e i e e i he a e ace ha ' e ai i g he beha i a he ha ha i g i c e e i he e . La l , c bi a i i e e hi g. I ' ab a i gle fea e a d a i gle ched le f ei f ce e . A i i he fea e e i ke a d he e' l i le a f i i g ha , f ble di g ei f ce e ched le a d l i le li e a e c e i g ha a ell f f e eadi g. A e a le ha I a ed h he e f i le c a i i he a ha S if ble d he ched le . S e ha e he ea l g la li . M 2019 he e S if ki d f c a e la ed g e a e i e i e ched le i h he eekl elea e ada li . The e' ce ai he he ' e g i g e j e e g a d ha i e i e ched le f ei f ce e ki g he e. Whe e d e g f he e? A l f e le a k e S lia a, h d e a l hi he all a d d igh b e ? A he e d f he da I like hi k ha all f a e i g d he igh hi g a d , k , h d e e hi he i he igh a ? N adl , he e' i e all acce ed a e f ha de a ca e igh f g. The e' he ie a d hil hie a d e a d a l f he e le ha e died e e i el . The all ha e h ee diffe e idea h ee diffe e a f defi i g igh f g. S if I a a , e e b d , hi i h d he igh hi g, I ld be hi g ei he e f he e he ie a he beca e he e' e ha j h ee a d I d ' feel like ha ' he igh a f g i g ab i . B I hi k he e eed be ha e ha i g f i d a d bei g c g i a ha e defi e igh f g i a ela i e a , a d he e i ' a i e all acce ed a e h d hi all . B a l cha ge he a ie i g he i e face ha ' e de ig i g a a e a c di i i g cha be a d i h ha h ld
11. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 78 a k elf ha beha i a I de ig i g? Tha k . STEVE BATY: Tha k e ch, S lia a. I'll a k e ick e i ha ' bee e h gh f I g id bef e e le g . D de a d h Faceb k e ed h e a i a i , if i i i el ei f ce e i i ee i ld be i hei be i e e kee he ? STYLIANNA SARRIS: Tha i a eall , eall g ea e i . Whe I a i g hi deck ge he a d c a l i g fi d diffe e a a lica e i , I a i d b ggled h he di c i ed i . I d ' ha e he a e h . I hi k i ' a ca e f diffe e d c ea ialli g a d e i g diffe e e f f c i ali a d e ha he ' e ki g a d a diffe e fea e ha ld ha e i ila beha i . B , eah, I hi k i ' j a cla ic e a le f ial a d e . The ld ha e had e ea f h he ' e di c i ed i . J like I ag a c he like , k , he diffe e hi g ee h i k . STEVE BATY: W de f l. Tha k ch. STYLIANNA SARRIS: Tha k , S e e. STEVE BATY: OK, e ill ha d e e e e a i , a d he la e e a i f da . J i i g e ha e Ha ld a d e belie e - hell , Ha ld. HAROLD KUAN: Hi.