Craving the Unexpected: How Variable Rewards Hijack Attention and Make Habits Stick

Decades ago, researchers placed pigeons in a box and discovered something remarkable: when the birds received food pellets randomly, rather than on a predictable schedule, they pecked the lever far more frequently. This principle, known as variable reinforcement, underpins much of our modern experience with addictive products—from slot machines to endlessly refreshing social feeds.

The anticipation of a reward releases dopamine, a neurotransmitter that sharpens focus and fuels desire. It’s the “what will I get this time?” feeling that makes people check email, scroll through Instagram, or line up for lottery tickets. Modern technologies masterfully exploit this tendency by blending different types of variable rewards: social affirmation from others, the thrill of discovering something new, and the pride of mastering a personal challenge.

Take social media as an example. Every time someone posts or checks a notification, they’re unsure what they’ll find—maybe a new message, maybe nothing. The uncertainty is what makes it irresistible. In more productive contexts, educators and trainers use variable rewards to keep learners engaged with surprise quizzes, badges, or unexpected praise.

What’s critical is that the variety and unpredictability of the reward—rather than the magnitude—are what keep us coming back. The science shows variable rewards are exponentially more effective than predictable ones for reinforcing habits. However, if the surprise vanishes and outcomes become routine and expected, engagement drops sharply. Building in the right kind of variability is both an art and a science.

Pick something in your life—maybe your workout, your study routine, or even the way you reward your team—that could use a boost of excitement. Look closely at what keeps people (or you) returning: is it a surprise, a social shout-out, or the thrill of learning something new? Switch things up by adding a rotating element: surprise messages, a new challenge, or a random small treat. Pay attention to whether you start to crave the next ‘surprise’—if so, you’re tapping into the healthy power of variable rewards.