Psychology of "likes": "I see. I understand. I'm with you"

What happens to the brain when we watch the news feed, scroll and click with the mouse? How this affects the communication between neurons? What remains in the memory? As it turned out, the psychology of "likes" can be summarized in five points.

Psychology of

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Click-Click-Click. Like, like, like ... The brain runs on autopilot. Eyes glaze over. You twist and turn the endless belt, placing the "likes" of the picture, update, status, and links to anything. Social networks in its worst hypnotize us ad nauseam. What remains of the reading and why we put the "Like", even when not happy with the written?

"likes" - a form of recognition

Go to Facebook. Click "like" button. What happened? The act of recognition. There has been a social interaction between at least two people. It can be called "Like" virtual empathy example. We are all well aware of what it means to empathize with someone. It is the ability to understand and share the emotions or the situation of another person. By clicking "Like", we establish a connection. We recognize the existence of a companion. We do not necessarily like what we see. But we seem to say, "I see. I understand. I'm with you".

"likes" - is an attempt to amass social capital

What is social capital? Encyclopedic Dictionary explains that it is a network of social relations between people, their common values ​​and standards of behavior that promote mutually beneficial social cooperation. In the networked world, social relationships are formed online. It logically follows that deal with social capital are carried out online. Mutually beneficial social cooperation occurs when we click "like." When we realize that the network is social interaction, and "Like" is one of its main instruments, everything takes on a new meaning.

"likes" - a way to express yourself

Obviously, the "Like" somehow affect its recipient, but not so simple. By clicking "Like", we show ourselves as a person. This is not just a positive reaction to a post or status, it has become a kind of feedback. If you put the "Like" status, which agree, you consent to the public. It is a kind of message to yourself - "I am here and I am such."

You - that's what you like. In fact, Facebook is on this and earn. Based on your "likes" social network generates ads that appear on your page, and arrange the order of messages in the film.

The Time Weekly recently described algorithm Facebook activity. buttons Implementation of "like" in 2009 has allowed to "sharpen" under the tape that gives pleasure to the user. An important parameter is your intimacy with certain people, and it is determined by the number of "likes" that you put their posts.

Journalists observation confirmed the research. In the Proceedings of the National fkademii of Sciences recently published the results of studies involving nearly 60,000 Facebook users. The authors concluded that the use of "likes" in their algorithm to determine the user's skin color with 95% accuracy, sexual orientation with an accuracy of 88%, belonging to the Republican Party or the Democrats with an accuracy of 85%, floor 93% accuracy and age with accuracy of 75%.

"likes" - is an attempt to get psychological feedback

Putting "Like" someone's status or photo, we mean that we get them back, "Like." Few of us are willing to admit it, but the more "likes" we get, the stronger our confidence that we are loved. We like when we like, and the number of "likes" is no less important for us than the quality. So we click "like", hoping for reciprocity. And if we do not get the desired number of "likes"? Status for us - it is a continuation of our "I", and if you ignore it, we take it as a snub us personally. In fact, we do not go to Facebook, to find out how are the others? We want to get something important for themselves. We put the "likes" for the same reasons that go to parties or bars, meet with friends. It is about psychological feedback. We want to be valued, accepted and loved for who we are.

"likes" - is often a substitution of a deeper interaction

In "likes" is not only positive but also negative aspects. For example, they blur the deeper levels of interaction. "Likes" - it's just a mouse click. A relationship and conversations - it's work. With the number of friends we plant for Facebook, it is impossible to find time for it to build a real relationship. "Likes" - a form of social communication, without the risks and commitments.

Now what do we do?

Do not get depressed, do not go to Facebook forever. Just realize that is a social network, and obtain from it the maximum of what she can give.

For details, see. Online edition of Marketing Land.