The authors argue that tech companies are intentionally practicing “brain hacking,” meaning that they are trying to persuade your brain to make certain choices without necessarily being conscious of it. Many people are employed by tech companies to create “persuasive design” (85). This basically means that they want to make their apps as addictive as possible. Tech companies have made apps similar to addictive behaviors like gambling in order to keep people interested for as long as possible.



They achieve this by including things like bright colors, novelty, rewards, and unpredictability in their designs. This prompts people’s brains to release dopamine, a feel-good hormone which helps cement positive experiences into habits, even if in the long term those habits have a negative effect. 

Many people recognize that their device use is affecting them negatively, but it is difficult to “quit.” For instance, if someone spends hours playing a game, they feel invested in the outcome and don’t want to admit that it was all a waste of time. The authors believe that there are a few main symptoms of being “brain hacked”: Losing track of time, feeling dull and uninterested in life, and feeling bad or regretful about your online habits.

In the next passage of the graphic novel, David and Emma spend their spring break on their devices; David games and Emma documents her trip to London on social media without really paying attention to it. At home, Callie, Jax, and Sophie enjoy camping in the backyard, playing card games and music.

In this chapter the authors highlight how apps are created with “persuasive design” so people form strong habits around using them. By calling this process “brain hacking,” the authors present long-term habit formation as a way that apps compromise people’s independence and rational thinking. By presenting the main “symptoms” of brain hacking, the authors invite the reader to consider how their device use makes them feel in the long term, and whether they feel that their minds and independence have been “hacked.” 

14-year-old Glory’s reflection shows that apps can feel so rewarding they encourage people to continually escape from life, making it harder to engage with the “real world.” She explains, “I feel good when I start scrolling, but when I stop, I feel grumpy, jealous, and lonely” (100). Sean’s personal testimonial illustrates how persuasive design is experienced by many young people and emphasizes its negative long-term effects: “I would scroll for hours after school and then I’d look up and be like, man, it’s six p.m.! I didn’t want to spend that much time. And now my day’s over—and I feel terrible” (101). By explaining the neuroscience behind habit formation and showing how real young people experience their online habits, the authors portray persuasive design as another unethical and predatory practice common in the tech industry.

Chapter Lessons

• Tech companies use “persuasive design” to make their apps more addictive
• Apps are designed to give you little dopamine boosts so you form a habit of using them
• The dopamine rushes from devices make you feel good in the short term, but at the cost of your long-term happiness

Reflection Questions

• The authors argue that tech companies intentionally make their apps addictive. Which apps are the most appealing to you? If you examine them critically based on the author’s criteria, what aspects of the app’s design or activity do you now notice are meant to be addictive?
• What is dopamine? How do the apps you use create a “feel-good” experience for you?
• Have you ever felt “brain hacked”? What steps could you take to avoid accidentally spending more time on apps and social media than you wish to?