Hooked on the Feed


Chapter 9: Emotion and Motivation

Learning Outcomes

  • Explain the difference between implicit and explicit motivation
  • Apply psychological theories to real-world behavior
  • Evaluate the psychological impact of technology on mental health

Key Terms

extrinsic motivation
motivation that arises from external factors or rewards
habit
pattern of behavior in which we regularly engage
intrinsic motivation
motivation based on internal feelings rather than external rewards
motivation
wants or needs that direct behavior toward some goal

Addiction and Social Media

Heath is a 20-year-old college sophomore studying communications. Bright, creative, and socially engaged, Heath was once known for their insightful class contributions and sharp writing. But lately, things have changed.

Like many students, Heath uses social media daily, with Instagram, TikTok, X, and YouTube part of their routine. Lately, though, Heath often seems distracted, eyes flicking to their phone every few minutes. Even during group projects, they're scrolling Instagram or TikTok.

A person holding their phone, about to tap the screen

In addition, Heath's grades have started slipping. They miss deadlines, skim readings, and struggle to focus during lectures. Their professors have noticed and so have their friends. Heath doesn't feel addicted. "I just like staying connected," they say. But when they try to go a day without social media, they feel restless, anxious, even irritable. They check their phone without realizing it. Sometimes, they don't even enjoy what they see. They just feel compelled to look.

One day, Heath stumbles upon a psychology study recruiting participants to explore how social media affects motivation. Curious, they sign up.

1. On Your Own

Which of the following symptoms suggest Heath may be experiencing behavioral addiction? Select the three that apply.

Measuring Addiction

In the study, Heath completes a task where they press keys to "approach" or "avoid" images of app icons. When shown Instagram or TikTok logos, Heath reacts faster than when shown neutral icons like Maps or Weather. The researchers explain this is part of a Visual Approach/Avoidance Task (VAAST), a way to measure implicit approach motivation, or an unconscious urge to engage with rewarding stimuli.

Heath also completes a questionnaire measuring explicit reward responses. They rate how much they "want" to check social media when seeing notification icons and how much they "like" using it overall. Interestingly, Heath scores high on wanting but only scores moderate on liking.

The researchers explain that this difference is key. According to incentive sensitization theory, addiction isn't just about liking something; it's about wanting it intensely, even if it no longer brings pleasure. This means that Heath's brain may be sensitized to social media cues, triggering cravings without satisfaction.

A person running from different distractions in the form of small symbols like dollar signs, charts, and clocks

2. On Your Own

Which psychological theory explains Heath's strong urges despite moderate enjoyment? Select the best answer.

Heath's Results

Heath's results show they check social media every 15 minutes, which is far more than average. They score high on the Social Media Disorder (SMD) scale, indicating problematic use. The researchers explain that frequent checking is linked to intrinsic motivation, while problematic use is better predicted by explicit craving and general sensitivity to reward.

Heath reflects on their habits. They realize they've been using social media to escape stress, avoid academic pressure, and seek validation. The "likes" and notifications (extrinsic motivation) give them a quick dopamine hit, but it's fleeting. Their motivation system is out of balance.

A person typing on their laptop, with images of reaction icons and notifications rising from the keyboard

They decide to take action. Heath sets screen time limits, disables notifications, and starts journaling about their urges. They also join a campus mindfulness group to rebuild focus and self-awareness.

3. On Your Own

Which strategies could help Heath reduce problematic social media use? Select the three that apply.

Explore the Concept

Check out this video to learn how scrolling through social media can be addictive.

Media and Motivation

Heath's story illustrates how behavioral addiction can emerge from subtle shifts in motivation. Social media, once a source of connection and entertainment, became a compulsive habit driven by unconscious urges and explicit cravings. Understanding the neural and psychological mechanisms of motivation, like implicit approach bias and incentive sensitization, can help students recognize and address addictive behaviors in themselves and others.

Reflect & Respond

Answer the following questions to reflect on key ideas from the case study. Remember to print your work before leaving this page!

  1. Can you identify moments when you "want" to check your phone even if you don't "like" what you see?
  2. Have you ever noticed a habit forming that started with enjoyment but became compulsive over time? Describe the behavior and how your motivation changed.
  3. What role does extrinsic motivation (e.g., "likes," comments, validation) play in your online behavior? How might this affect your self-esteem, focus, or emotional well-being?
  4. What strategies have you tried, or could try, to improve your control over social media use?
  5. How might understanding the difference between "wanting" and "liking" help someone make healthier choices?

References

Wadsley, M., & Ihssen, N. (2022). The roles of implicit approach motivation and explicit reward in excessive and problematic use of social networking sites. PLOS One, 17(3), Article e0264738. https://doi.org/10.1371/journal.pone.0264738
This is an open-access article distributed under the terms of the Creative Commons Attribution 4.0 International License (CC-BY 4.0).

Washington Post. (2023, July 14). Why scrolling on social media is addictive [Video]. YouTube. https://youtu.be/rooEBjZWpDc?si=gTfPfTb0D-eXc0ci

Photo Credits

Rene L/peopleimages.com on Adobe Stock. "Hands, phone and woman typing on sofa in home living room, texting or scrolling social media. Tech, relax and female on couch in lounge on mobile smartphone networking or internet browsing in house."

Nuthawut on Adobe Stock. "Information overload, excess distraction or overworked, overwhelmed data consume, problem with schedule or workload concept, frustrated businessman run away from flying social and work information."

New Africa on Adobe Stock. "Man using laptop at table, closeup. Social media notifications (messages, likes, emojis) flying out of computer."