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Dan ArielyBack to OpinionDan Ariely

E-mail obsessive disorder, or what I learned about myself from rats

E-mail, Facebook and Twitter have greatly enhanced the ways we communicate. These handy modes of communication allow us to stay in touch with people all over the world without the restrictions of snail mail (too slow) or the telephone (is it too late/early to call?). As great as these communication tools are, they can also be major time sinks. And even those of us who recognize their inefficiencies still fall into their trap. Why is this?

I think it has something to do with what the behavioral psychologist B. F. Skinner called “schedules of reinforcement.” Skinner used this phrase to describe the relationship between actions (in his case, a hungry rat pressing a lever in a so-called Skinner box) and their associated rewards (pellets of food). In particular, Skinner distinguished between fixed-ratio schedules of reinforcement and variable-ratio schedules of reinforcement. Under a fixed schedule, a rat received a reward of food after it pressed the lever a fixed number of times — say 100 times. Under the variable schedule, the rat earned the food pellet after it pressed the lever a random number of times. Sometimes it would receive the food after pressing 10 times, and sometimes after pressing 200 times.

Thus, under the variable schedule of reinforcement, the arrival of the reward is unpredictable. On the face of it, one might expect that the fixed schedules of reinforcement would be more motivating and rewarding because the rat can learn to predict the outcome of his work. Instead, Skinner found that the variable schedules were actually more motivating. The most telling result was that when the rewards ceased, the rats that were under the fixed schedules stopped working almost immediately, but those under the variable schedules kept working for a very long time.

So, what do food pellets have to do with e-mail? If you think about it, e-mail is very much like trying to get the pellet rewards. Most of it is junk and the equivalent of pulling the lever and getting nothing in return, but every so often we receive a message that we really want. Maybe it contains good news about a job, a bit of gossip, a note from someone we haven’t heard from in a long time, or some important piece of information. We are so happy to receive the unexpected e-mail (pellet) that we become addicted to checking, hoping for more such surprises. We just keep pressing that lever, over and over again, until we get our reward.

This explanation gives me a better understanding of my own e-mail addiction, and more important, it might suggest a few means of escape from this Skinner box and its variable schedules of reinforcement. One helpful approach I’ve discovered is to turn off the automatic e-mail-checking feature. This action doesn’t eliminate my checking e-mail too often, but it reduces the frequency with which my computer notifies me that I have new e-mail waiting (some of it, I would think to myself, must be interesting, urgent or relevant). Another way I am trying to wean myself from continuously checking e-mail (a tendency that only got worse for me when I got an iPhone) is by only checking it during specific blocks of time.  If we understand the hold that a random schedule of reinforcement has on our e-mail behavior, maybe, just maybe we can outsmart our own nature.

Even Skinner had a trick to counterbalance daily distractions: As soon as he arrived at his office, he would write 800 words on whatever research project he happened to be working on — and he did this before doing anything else. Granted, 800 words is not a lot in the scheme of things but if you think about writing 800 words each day you would realize how this small output can add up over time.  I am also quite certain that if Skinner had e-mail he would similarly not have checked it before putting in a few hours of productive work.  Now if we could only learn something from one of the world’s experts on learning …

Dan Ariely is the James B. Duke Professor of Behavioral Economics at Duke University. His latest book, The Upside of Irrationality, was just released. This essay originally appeared on his blog.


  • jackie harvey

    YA GOT ME !

  • Angie

    Wow! Great article, and so very, very true.

  • Cliff B.

    You lost me at B.F. Skinner. I gots FB updates and yelping to do. and what is this email you speak of?

  • MTR

    . . . . rats . . . yet another program I need to work . . .

  • Jennifer Galanis


  • Wendy

    I knew it was a matter of time till someone made the connection between skinner’s rats and my social media network addiction. Now after I’m done commenting and reposting this on my wall and checking comments on the post, I’ll think about changing my email habits. Maybe I should tweet this too…

  • Tari T.

    I have a job which provides me with very little interaction & due to health reasons can not volunteer like I used to do. FB has become a way to reach out to friends & family. Words can not alway convey the emotions or the body language when spoken. But I do like having the chance to reconnect the people from my past or current friends. But rejection & the level people sink to since their comments aren’t face to face worry me in regards to our long term social connections.

  • Mark S.

    I knew about the efficacy of variable ratio reward schedules from dog training. I never thought to apply it to myself!

  • Scott R.

    Cheese please….

    Seriously, there is a new application available called Freedom that will disconnect you PC for a user selected period of time. You either wait for the clock to tick down, or re-boot.

    I think BF would approve.

  • Timothy White

    I don’t agree.

    I do not check my email, facebook, or twitter obsessively looking for a food pellet. I do it to stay in the conversation. The conversation matters, because what else are we doing on this planet? it’s all about connections.

  • Richard

    Now we are being referred to as rats !
    But then again most employers pretty much figure that is what we are, low life forms, willing to do excessive work to get no reward (also known as a payraise)(so we don’t even get a ‘pellet’ for a reward)
    E-mail, FaceBook, Twitter, etc – heaven forbid if individuals had to actually interact with each other.
    How did Skinners rats do with no socialization ?
    Don’t need the rats, just look at the human race ! !
    Social skills at a minimum, I’m the only one that is important attitude, probably would be surprised at what a tree would look like in a natural setting, should I go on.
    and this is the adults.
    Children in many cases are even worse.

    Bottom line, learn how to talk to people face to face, learn how to do business face to face, talk with your children and do something with them other than electronic games.
    Get out in the real world.

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  • David McCulloch

    the conversation is the pellet…

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