Hyperlink Addiction

I think most of us suffer from this condition. Not even a minute after a new webpage is opened, we tend to click on a link that catches our eyes - and this brings us to yet another website. And in the new page, we click on another link, and then another, and another.

From what I understand about the reward-system in our brain, dopamine is released when an action produces a desirable outcome. Dopamine makes us feel good. Essentially what this hypothesis means: everytime we click on a link (action) and this loads a new page (outcome), dopamine is released in our brain and this makes us feel good.

In fact, dopamine is released in anticipation of (before) the action if we have been conditioned to experience a desirable outcome from that particular action. So we feel good even before we click on a link - or do anything that usually results in dopamine release - because dopamine is released even before the action.

Naturally, as a result of desensitisation, more action is needed to get the same rush.

Also, when there's uncertainty of the outcome - so long as it can be tolerated - an even higher amount of dopamine is released. (I'm sure you would also find many of the links that we click bring us to disappointing websites)

This possibly explains why surfing the internet can be addictive. 

But is it a bad thing after all? Well, I think it all depends on what we are doing on the net. 


The bad news is, there's no (easy) way of overcoming this addiction. The good news is, it can (easily) be replaced by a healthier one.