Part 4 of 10 · Neuroscience
The brain on rewards.
Dopamine is about anticipation, not pleasure. Understanding the reward circuit tells you why progress bars, streaks, and surprises work.
Prediction error
The brain responds most to rewards that are better than expected. Small, unexpected wins beat big, predictable ones.
Open loops
Unfinished tasks stay active in memory. A visible 'part 4 of 10' pulls people back.
Cognitive load
Every extra choice taxes attention. Fewer, clearer options convert better.
Use it ethically
Design for the user's own goals. Manipulation wins once; aligned incentives win every visit.