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Social Media Makes Us Feel Good, Fuels Repeat Behavior

Social Media Makes Us Feel Good, Fuels Repeat Behavior

New research reveals that becoming hooked to social media is a learned response. That is, if accessing a social media site results in a positive experience, an individual will want to repeatedly visit the site.

The finding helps to explain the difficulty people have when they attempt to regulate their use of social media.

Michigan State University’s Allison Eden, and researchers from Vrije Universiteit Amsterdam and Radboud University Nijmegen, the Netherlands, conducted two studies of frequent and less frequent Facebook users.

They found even brief exposure to a Facebook-related image (logo, screenshot) can cause a pleasurable response in frequent social media users, which in turn might trigger social media cravings.

The combination of pleasant feelings and cravings makes social media too difficult to resist.

Most likely, that’s because Facebook exposure is a learned response — such as when children learn misbehavior earns them attention or when dogs learn going to the bathroom outside earns them a treat — and learned responses are hard to break, Eden said.

“People are learning this reward feeling when they get to Facebook,” she said.

“What we show with this study is that even with something as simple as the Facebook logo, seeing the Facebook wall of a friend or seeing anything associated with Facebook, is enough to bring that positive association back.”

The study appears in the journalĀ Cyberpsychology, Behavior and Social Networking.

In the first study, participants were exposed to a Facebook-related cue or a control picture, followed by a Chinese symbol.

They were then asked to judge whether the symbol was pleasant or unpleasant. After being exposed to a Facebook-inspired image, heavy Facebook users rated the Chinese image as pleasant with greater consistency than less frequent users.

Then, in the second study, participants were given a survey to measure their cravings to use Facebook.

Because of giving into temptation, people often struggle with feelings of guilt, Eden said.

If they try to regulate Facebook usage and fail, they feel badly, so they turn to Facebook and feel badly again. It’s a cycle of self-regulatory failure, she said.

But, Eden says, the guilt is more damaging to the psyche than failing to control the media.

The solution could be to remove some of the cues from people’s environment, like, for example, removing the Facebook logo from a cell phone home screen.

“Media, including social media, is one of the most commonly failed goals to regulate,” Eden said.

“People try to regulate themselves and they really have difficulty with it.”

Source: Michigan State University

Social Media Makes Us Feel Good, Fuels Repeat Behavior

Rick Nauert PhD

Rick Nauert, PhDDr. Rick Nauert has over 25 years experience in clinical, administrative and academic healthcare. He is currently an associate professor for Rocky Mountain University of Health Professionals doctoral program in health promotion and wellness. Dr. Nauert began his career as a clinical physical therapist and served as a regional manager for a publicly traded multidisciplinary rehabilitation agency for 12 years. He has masters degrees in health-fitness management and healthcare administration and a doctoral degree from The University of Texas at Austin focused on health care informatics, health administration, health education and health policy. His research efforts included the area of telehealth with a specialty in disease management.

APA Reference
Nauert PhD, R. (2018). Social Media Makes Us Feel Good, Fuels Repeat Behavior. Psych Central. Retrieved on September 28, 2020, from
Scientifically Reviewed
Last updated: 8 Aug 2018 (Originally: 4 Aug 2017)
Last reviewed: By a member of our scientific advisory board on 8 Aug 2018
Published on Psych All rights reserved.