Electronic Addictions, Las Vegas Style

 

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Electronic Addictions, Las Vegas Style

When people go into a casino, they are mesmerized by the colors, bright lights, and dinging bells of slot machines that, nowadays, look suspiciously like video games. In fact, the video game craze has influenced what kinds of games casinos offer to their customers. The live-action table games are slowly being replaced with interactive video games. Not only is this cost-effective for casinos, but machines can be manipulated to take more of the customer’s money.

But why are people so attracted to the Las Vegas type of bells and whistles that they find in casinos, amusement parks, and video arcades? Why are they mesmerized by these same effects on their video games, computers, and smartphones? Are consumers being trained to use electronic devices like toys – and not just tools for business and communication?

According to an article posted on the Psychology Today website, “the typical American spends about 1460 hours per year on their smartphone” (Brooks, 2019, para. 2). The author attributes this behavior to the variable ratio reinforcement schedule, a conditioning process that draws users over and over again to their electronic devices, and in particular, video games. With the right psychological rewards in place, users can quickly become hooked (Brooks, 2019, para. 3).

In a variable ratio reinforcement schedule, rewards are delivered randomly so that the electronic device user has to use the device more and more in order to get the psychological reward. If the user stops using the device, he gets no reward. But if he keeps going, the reward will eventually be delivered, hooking the user even more (Brooks, 2019, para. 4-5).

Why does this happen? Dopamine is released by the brain when the reward system is activated. A random reward reinforces the reward system further, leading the electronic device user to unconsciously look for the stimulus that delivers the reward (Brooks, 2019, para. 7).

The anticipation and expectation of reward entice the device user to keep using the device and receiving the reward once more . . . over and over again . . . until the user has lost control over his own impulses. Unless the user has strong sales resistance and self-discipline, he may find himself glued to his device, drawn there like a bee to honey. This is why the diagnosis of impulse control has become so pertinent to the abuse and overuse of electronic devices (Brooks, 2019, para. 8).

Reference

Brooks, M. (2019). The “vegas effect” of our screens. Psychology Today. Retrieved from

       http://www.psychologytoday.com/us/blog/tech-happy-life/201901/the-vegas-effect-our-

       screens.

Dawn Pisturino

January 7, 2023

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