Cognitively frustrating

A good article on Angry Birds: How Rovio Made Angry Birds A Winner. An excerpt:

Mark Griffiths is a professor of psychology who also heads the International Gaming Research unit at Nottingham Trent University. “It’s very similar to the research I do on gambling,” he says. “When you can pinpoint where you went wrong, this is called a near miss. It’s used all the time in terms of how scratch cards and slot machines are designed. When we fail to win, we create a reason in our mind why we didn’t. The losses effectively become near-wins and feel ‘cognitively frustrating’. And the only way you can get rid of that frustration is to go back to the start and play again.” . . . “It’s also incredibly simple,” says Griffiths. “If it were too complicated, people wouldn’t persist. Addictions in the true sense are about constant rewards. I’ve never met anyone addicted to a bi-weekly national lottery, because there’s only two chances a week. On a slot machine, when you can gamble 30 times a minute, that’s very rewarding. On a game like Angry Birds, it’s every few seconds.”

Now you know something is wrong when Angry Birds is linked with gambling…


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