The station online dating game

“It feels like there’s no excuse – it’s all there.” George has been single for 18 months, but feels drawn to dating apps despite the joy single life has brought him.

“I feel like I do have some weird sense of obligation to meet someone,” he says.

Unlike a typical app whose effective performance increases customer loyalty and lengthens the customer’s time on the app, dating apps face a trade-off.

The interface would resemble a deck of cards, but the cards wouldn’t show suits or numbers. Badoo users aged 18 to 30 spend an estimated ten hours a week on dating apps.

“Nobody joins Tinder because they’re looking for something,” Rad told Time in 2014. It doesn’t even matter if you match because swiping is so fun.” It’s 2019, and people are having a lot of fun.

The psychologist Michael Zeiler found in 1971 that pigeons peck at a button nearly twice as much when it produces food pellets at an unpredictable frequency than when the rewards are foreseeable.

Like pigeons, our swiping behaviour is reinforced – as in we keep swiping – when we don’t know when our next reward will come, if at all. Tinder’s Chief Strategy Officer Jonathan Badeen admitted last year that the swiping feature was inspired by a 1948 experiment by Burrhus Frederic Skinner.

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