“Skinner would randomly vary the intervals between food availability. One time there’d be food available again in 60 seconds. The next, it might be after five seconds, or 50 seconds, or 200 seconds. Under these unstable conditions, the pigeons went nuts. They’d peck and peck. One pigeon hit the Plexiglas 2.5 times per second for 16 hours. Another tapped 87,000 times over the course of 14 hours, getting a reward less than 1 per cent of the time.” These pigeons were part of one of B.F. Skinner’s psychology experiments. Flash forward a few years. You’re the one pecking. And while the pigeons were after food, you’re refreshing your email. Aeon’s Michael Schulson: User Behavior.