The Online Lottery

Jared B. Keller surveys research on Internet addiction:

As [cognitive scientist Tom] Stafford explains, our love for the Internet is rooted in the fact that human beings, in Ghose’s words, “compulsively seek unpredictable payoffs.” The cognitive-reward structure offered by services like email and social media are similar to those of a casino slot machine: “Most of it is junk, but every so often, you hit the jackpot.” This is a symptom of low-risk/high-reward activities like lotteries in general. As researchers found in a 2001 article in International Gambling Studies, systems that offer a low-cost chance of winning a very large prize are more likely to attract repetitive participation and, in turn, stimulate excessive (and potentially problematic) play. Although the stimuli are different (the payoff on the Internet being juicy morsels of information and entertainment rather than money), Stafford says that the immediacy and ubiquity of Internet “play”—i.e. being able to check your tweets or emails on your phone with no major transaction cost—only increases the likelihood that someone will get sucked into a continuous cycle.