Rameez Nooruddin

In order to have the maximum effect, the cues should be small, discrete, specific—like the bell Pavlov rang for his dogs. Panksepp says a way to drive animals into a frenzy is to give them only tiny bits of food: This simultaneously stimulating and unsatisfying tease sends the seeking system into hyperactivity. Berridge says the "ding" announcing a new e-mail or the vibration that signals the arrival of a text message serves as a reward cue for us. And when we respond, we get a little piece of news (Twitter, anyone?), making us want more. These information nuggets may be as uniquely potent for humans as a Froot Loop to a rat.

After reading this, I've this uneasy feeling that my Twitter addiction is turning me into one of those lab rats.