You’ve been trained to respond to the Facebook like button just like Skinner’s rats were trained to respond with a food pellet reward. Facebook may have had a more noble idea in mind when they created their “Like” button, but the food pellet principle still applies. Each time you click a “like,” your brain circuits are activating your brain’s pleasure center by releasing more of that feel-good neurotransmitter dopamine.
The Pleasure of the Facebook Like Button Click
Think for a moment about how much pleasure your brain gets out of clicking on the Facebook like button by being intrinsically reward for
- showing support, appreciation, thanks or kudos to others
- doing a favor to help someone else increase their Facebook profile
- recognizing the value of the information
- sharing with friends and others who should know about it
- increasing your image in the eyes of friends and others by showing approval
- doing something that is easy and without a hassle
The Habit of the Click
However, there’s also a more devious brain response being activated, and that’s the unconscious habit response. In this case, it’s the embedded command to respond without giving it much, if any, thought based on a recognizable visual image.
The “Like” button increases chances of a click as the brain has a habit of responding to commands. In this case the one-word command “Like.” Also, there is an embedded brain association to “like” that is triggered by the thumbs-up image and the color of the blue Facebook icon.
Not every brain will automatically respond to the “Like” button. There’s critical thinking that comes into play for some, but chances increase if the brain has developed a fairly regular habit of the click.
There is no Dislike Button
Also, notice that Facebook doesn’t give you the option of a “Dislike” button. Hmm… I wonder why?
According to “Mark Zuckerberg, Facebook’s CEO, … the dislike button will not be a part of Facebook:
The like button is really valuable because it’s a way for you to very quickly express a positive emotion or sentiment when someone puts themselves out there and shares something. Some people have asked for a dislike button because they want to be able to say, “That thing isn’t good.” That’s not something that we think is good. We’re not going to build that, and I don’t think there needs to be a voting mechanism on Facebook about whether posts are good or bad. I don’t think that’s socially very valuable or good for the community to help people share the important moments in their lives.
Facebook included negative emotions in Reactions — sad and angry, but they were very explicit in their lack of desire for a straight-up dislike button.”
The Trained Likers
Then there are some people who are so well trained to “like” that they are unconscious of their actions. They “like” just about anything for no reason at all.
Here are 10 unexplainable recorded “likes” for these Facebook posts.
- “I am sad today.”
- “Please tell our relatives and friends that the burial of my grandmother is on M onday.”
- “It is a shocking news my brother died with heart attack. May his soul rest in peace.”
- “I have a headache.”
- “My project proposal was disapproved.”
- “The party was canceled due to heavy rain.”
- “Got to go to the dentist for tooth extraction.”
- “Bad day today.”
- “You are arrogant and I don’t want to talk with you anymore.”
- “I am grounded.”
If you need a break and want to feel good, you can always turn to Facebbook and click some “likes” for a little brain pleasure center activity. Yes, I know there are other things that will excite it even more, but we’re just sticking to business here.
And, in case you’re in the “like” mood, you can “like” anything on my Facebook fan page at http://www.facebook.com/mwbfp In lieu of a feed pellet, please accept my sincere appreciation and thank you for the “Like.”
Question of the Day
Do you find yourself clicking the “like” button as a conscious intention or do you methodically click as an alternative to leaving a comment?
Resource: http://www.adweek.com/socialtimes/you-want–a-dislike-button-heres-why-facebook-isnt-giving-you-one/634935
Image: Pixabay 597107
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I consciously click it, but I’m quite promiscuous about it. 😉 Anything vaguely amusing or interesting gets a “like,” which is why FB likes are like the social media equivalent of email spam. I agree with Zuckerberg re “dislike” button. Don’t we get enough civil discord the way it is? Do we need more? If you really don’t like what you read, make a comment.
Thanks for admitting you’re promiscuous Like button clicker, Jackie. According to Skinner, your brain is loving the feeling. Agree, with you about the dislike button. If you dislike, you should be brave enough to leave a comment. Not, just a negative comment but one that expresses a reason. But, somethings that’s too much to ask from some.
Joyce – It does seem that more than a Like button should be an option. I’ve actually seen people “Like” announcements of a funeral – and I think it’s simply substituting for saying, “I acknowledge your pain.” or “So sorry.” but still … seems awkward. However, the thought of “Unliking” something seems like “un-clapping” for a live performance!
As the responses to this post have come in, it seems there are different views about what the Like button should be used for. So, I guess we’ll just have to leave it to individual preferences. Thanks for adding to the conversation
When I click “like”, I like to think, and know that it is deliberate. It is something that I do not mind others see me liking because it’s as if I said it or am giving kudos or showing agreement. I believe that in the past, before Facebook added the other buttons as options, this was the only way people could show their support. Now when someone posts about a death or anything of that sort, they have other options: sad face, sad face with tears, etc.
It’s important to be mindful and deliberate with anything we do online. However, I really enjoyed your post, Joyce, and I believe there is some truth in what you said.
Thanks for commenting Yvonne. The adding of the emojis by Facebook certainly lets you be more specific. Also, by being mindful and deliberate we are being more genuine than just clicking mindlessly.
A ‘like’ is like a support button… so even when someone is saying bad news, it isn’t that we are saying, hey, glad this happened to you… but hey, I feel you girl… so this new emotion icons thing is better. However.. I think more folks need to actually SAY something over doing likes… they have little value but also, it’s just another lazy man’s way to show support.. because we just don’t want to get involved in conversation. urgh
Agree with you Kristen, commenting is far more valuable than the Like button.
Great post Joyce and definitely something to think about when it comes to the “like” button on Facebook 🙂 When I see the “like” button I have to know that it is something that I totally resonate with BEFORE I hit it…..if not, I just pass it by.
Nice post!
Good for you Joan. You’re part of the critical thinking group.
You know I never thought about the like button really at all but what you say makes sense. I also agree with why there shouldn’t be a not like button. I think the added sad, crying, mad face etc. help take the place of that so you can say I feel bad for you without saying I don’t like that. It is still a positive for your brain.
Most people agree with you Summer that the emojis gives you more latitude and some find it as a way around the discomfort of leaving a comment. Thanks for being part of the conversation.
I am the girl that is thrilled to get a “love” button! Cause if I’m gonna like it, I probably love it. And I am completely guilty of “liking” something that might seem inappropriate, but I guess I see it more as an acknowledgement. An “I see you and feel that you are going through that.” Maybe I’m assuming too much to think that surely they don’t think that I “Like” that something happened to them… But maybe it is inappropriate! I hate to leave comments because I don’t want to get all the notifications when every other person comments. I get overwhelmed by that and find I miss important things. Very interesting… thanks for posting!
Thanks for offering a fresh perspective, Kimberly. I agree with you about commenting and then being overwhelmed by the feedback loop. Many have commented how they prefer to leave comments or they are selective about what they “like.” I think that it boils down to intent. If your intention of “Like” is to be an acknowledgement and not a habit response that go for it.
I am conscious of my like clicking. I don’t randomly click or click everything. However, before the additional emotions there were times I liked something that was really sad or not good, but it was a way for me to let the poster know I saw it and feel for them, but I didn’t have anything to say.
Karen, you too raise a good point for discussion as Kimberly did above. There are times when we’re at a loss for words or choose not comment for other reasons. The like then seems to offer a way offer some form of acknowledgment. At lease the emojis give us more of a range to express ourselves.
First, for the record, let me say that I totally agree with FB ‘s stand on “dislike” buttons. We already know there are plenty of trolls lurking around just waiting to pounce so why give them any more ammunition to work with? As far as pushing the “like” button, I am not only intentional but tend to be rather stingy in that regard, for no other reason that in my view to “like” everything devalues the really good stuff. 🙂
This whole “Like” button has generated some interesting feedback. Overall, the sense is that there is some critical judgment taking place before hitting the Like button. I think this also may be a factor for the older more mature Facebook users. And there are some different views about what the meaning of the Like button actually conveys. When we have our posts listed in the group feeds, I find the Like button serves two purposes. First, I know the quality of the posts is good enough to deserve a Like. Second, it’s a way to track my progress. Those remaining Like buttons remind me that I haven’t gotten to reading those posts as yet. Now, that works for me within my FB groups but for other FB entries, I’m far more selective. Thanks for adding to the mix of comments Marquita.
I guess I’ve got miles to go to become a Trained Liker, Joyce, but I’m cool about it. 😉
I’ve finally found an answer to a question that I had been thinking about the last couple of days, when I saw likes on posts of friends where they were updating on an issue which required compassion and in 1 case a condolence. How can anyone in their right mind push the Like Button for that when kind, loving words were the requirement? Now that I have an explanation, I won’t think they’re cruel, just humans gone robot.
Vatsala, glad I could be a conduit for an answer. Among the comments, some expressed their own personal reasons for not wanting to comment and others seeing the Like as a way to acknowledge the original comment posted. There seem to be some different interpretations of what the Like button actually conveys. Thank you for sharing your insight.
Joyce they did try a don’t like button and I think the reaction was negative 🙂 When I saw the title of your post I smiles and thought have to read this . Yes I know that like the negative is not a good thing- Love the list thanks XX
I think Zuckerberg made a good point about the destructive element of the Dislike button. While the emojis are limited it still gives a chance to express emotion. There were a lot of comments about leaving comments as a way to get around the Like button, but not everyone is comfortable with that either. So, I guess it will be an open forum for Liking or commenting or not responding at all.
I have a love and hate or the button. I like that it’s easy and I dislike that it’s easy. Nonetheless, it is clever, addictive and altering our habits.
Yup! clever, addictive and alerting. But, it still gives a choice and receiving a “Like” does make us feel good.
Oh no! We’re just programmed! No, I don’t hit that button unless I actually do like the post. Whew! I’m not a gonner yet! I’m glad FB decided against the dislike button. No need to encourage negative responses. There’s always the click away alternative.
Yes, being able to resist temptation in the name of responding to quality is a highly prized skill. Glad you’re part of the critical thinking club.
I’ve been seeing it so much lately Joyce, where people ‘like’ a status when it seems really inappopriate, such as the examples you gave. Now, at least, I can kind of understand why.I agree it’s a good feeling to hit the like button but I usually make sure I know what I’m liking, and that I actually like it. Interesting post.
I agree with you Tami, there’s a lot of careless liking going on. Passing judgment on what’s important to you is certainly a valid criteria. However, I sometimes will show support and click “like” even if the material is weak. I want to encourage the person and hopefully, they will improve over time.
Very interesting post, Joyce, as I find myself curious about the ‘value’ of the like button on FB. I am in several groups where the task is to only like a specific post of someone else’s. I often wonder what god that is, as it really doesn’t make me feel good, to be honest. I much prefer to leave a comment (are you surprised 😉 ) than an innocuous like. It’s fascinating to hear that hitting the like button is meant to bring pleasure. I have also seen many very strange and sad posts get likes and wonder what the likers were thinking. Thanks for sharing the brain science behind the like button on FB. Are we being trained to behave exactly as “they” would want us to?
I think “likes” are a short-hand way of measuring behavioral activity and interaction by Facebook. I also think that those who come to a Facebook site and see a lot of likes see it as a level of validation and importance (even though it may be a false indicator). Agree with you, that comments are a far more valid indicator. However, comments are most meaningful to the writer and not all the other readers are going to go through and read the comments. Are we being trained? I don’t know but behavioral science sure looks at the data as a means of determining predictive behavior and then turning it into ways that will get us to respond. Devious little marketers that they are.
You touched on some aspects I have thought about. I don;t like to click like when someone tells me an upsetting thing, so I only leave a comment. There are many posts I find boring, repetitive but I like the person so Ill click like. So much of your information resonates with me. I LIKE your post. Thanks
There are posts that we encounter where we may not agree. When I find them personally too religiously or politically intrusive, I may leave a neutral comment. I agree with you, it’s not our responsibility to like everything, but we can find other ways to be supportive. It really makes me feel good when I’ve agonized over writing to know that you appreciate what I post about.
What an enlightening post, Joan! And I found myself nodding along. Good to know why we like the “Like” button so much.
Although it is a bit startling to know this is just programming. Lol.
I gotta go now and hit some likes 🙂
Take it easy, Susan. I wouldn’t want you to develop carpal tunnel syndrome over the “like” key.
Hi, Joyce
I would like to answer your question which was at the end of your post:
It is my believe that I click the “like” button as a conscious intention. I will not allow myself to click “like”carelessly or just for the click. This is as least show respect to the owner of the page
Stella Chiu
Hi Stella,
I see that you have mastered the art of critical thinking. Too often, people fall into the habit of just clicking. Leaving a comment is the best way to encourage someone and show your real support. Thanks for sharing.