Why do we keep clicking? What makes rabbit holes so irresistible? Explore the science behind scrolling, clicking, and getting happily lost online. Research-backed, curiosity-driven, and written for the endlessly curious.
How your brain's reward circuitry shapes your online behavior.
Discover the neuroscience behind doom scrolling: negativity bias, variable reinforcement, cortisol loops, and why your brain treats bad news as essential information.
Your brain is being hijacked by dopamine, and social media companies know exactly how to exploit it. Here's the science behind your addiction and how to break free.
What happens to your attention in the age of infinite content.
Explore the psychology behind tab hoarding: information foraging theory, the Zeigarnik effect, context switching costs, and why your brain treats every open tab as a potential reward.
Explore how the internet rewired the way we learn through the curiosity loop. From digital amnesia to hyperlink-driven associative learning, discover how browsing reshaped human cognition.
Discover what your attention is actually worth in the attention economy. Learn how advertisers price your focus, why attention is a finite resource, and how platforms compete for every second of your day.
Why we act the way we do online, from FOMO to trust to viral sharing.
Learn why your brain treats online arguments like physical threats. Explore the amygdala hijack, identity-protective cognition, and the online disinhibition effect to understand why digital conflict feels so intense.
Understand the psychology behind digital FOMO and why social media makes you feel like you're missing out. Explore social comparison theory, the highlight reel effect, and how notification design drives the fear of missing out.
Explore the psychology behind why nostalgia content goes viral every time. From the warm glow effect to generational identity signaling, discover what makes throwback posts so irresistible.
Explore the psychology of online trust: parasocial relationships, the authenticity heuristic, social proof, institutional distrust, and why anonymity creates false intimacy.
Explore the psychology behind going down the rabbit hole: flow states, epistemic curiosity, narrative transportation, and why your brain keeps saying 'just one more.'
Learn how recommendation algorithms model your curiosity using dwell time, collaborative filtering, and the information gap to keep you engaged longer than you intend.
Master 15 psychology tricks that work in daily life. Simple techniques to influence, persuade, and connect better with people around you.
Discover why memory lies and how your brain creates false memories. Learn the fascinating science behind memory distortion and what it means.
Explore our curated rabbit holes and discover the fascinating patterns behind how we browse, click, and get wonderfully lost online.