Variable Rewards: The unpredictable nature of when and what kind of engagement one will receive triggers a similar response to gambling. Social Validation: Humans have a deep-seated need for social validation and acceptance. Personalization: Algorithms tailor content to individual preferences, keeping users engaged by showing them what they are most likely to find interesting. Fear of Missing Out (FOMO): Users worry about missing out on important news or social interactions, which encourages frequent checking .