Variable Reinforcement
Variable reinforcement builds on the concept of feedback loops by introducing variability to the rewarding action. It's a powerful tool to keep users engaged and motivated.
Our brains crave novelty. Giving users a reward keeps them engaged for awhile, but if the mechanism is too predictable, they will eventually become bored. Giving rewards sometimes, but not always, keeps them on their toes and makes them more interested in continuing.
This is how social media is so addicting. Not every post is a winner. Some are just noise. But the posts that truly stand out provide a satisfying dopamine hit that keeps them coming back.
Slot machines work on the same mechanism. Most of the time, you don't win anything. But, every once in a while, you get some sort of small payout. This small reward keeps you coming back in the hopes of hitting it big.
Gambling addiction is a persistent problem because it feeds on that variable reinforcement pattern. It's just as thrilling and addictive in Candy Crush as it is in a casino.