Behavior Addiction


  • Behavior addiction has been defined by the repeated failure to resist an urge to perform an act that is rewarding to the person (at least in the short-term), despite long term harm either to the individual or to others.
  • The most frequently observed behavior in individuals suffering from internet addiction is: unsuccessful attempts to control the behavior.
  • The addictive behavior is reinforced by the easy availability of internet through wireless mobile devices (WMDs).
  • The behavior patterns in addictive WMD users might be similar to those in drug addicts.

“ There are only two industries which refer to their customers as ‘users’: drugs and computers.”
Edward Tufte

Dopamine is the Reward Hormone



  • Dopamine is one of the chemicals that is released in the brain in response to a REWARD related cue.
  • Every ding or chime from the wireless mobile device (WMD) causes a surge of dopamine in the brain.
  • Instantly, this surge of dopamine makes one ‘want’ to check what the ding was about! Was it a message, a new email, a social media update?
  • It is nearly impossible not to check! The craving is strong.
  • The ‘fear-of-missing-out’ (FOMO) takes over!
  • These changes occur over microseconds at a subconscious level.
  • We respond by reaching for the WMD, checking the cause of the ding and feel relieved and satisfied about soothing the craving.


Dopamine becomes the Anticipation Hormone

  • Over time, the feeling of ‘satisfaction’ becomes associated with the ding.
  • The mind becomes conditioned to process this association: DING ➤ CHECK, DING ➤ CHECK, DING ➤ CHECK
  • Dopamine is additive and keeps us coming back for more!
  • Repeated exciting stimuli might cause changes in the brain.
  • Eventually, dopamine might get released simply by the sight of the device…in ANTICIPATION of the reward, even if there is no reward.


“ The anticipation of reward (new message/email/social media update) becomes so strong that we check our devices even if there is no notification…
just in case there is something. NO DING ➤ STILL CHECK, NO DING ➤ STILL CHECK.
We are in a state of perpetual distraction.”