Experiences that are not truly satisfying, like scrolling social media, are massively addictive.
This theory, dubbed "The Dorito Theory," has received much attention online.
TikTok user Celeste Aria recently went viral with this phrase when she explained that endless scrolling is like eating Doritos.
"It's not the same as eating a steak or eating a really satiating food that's high in protein where after your bite, you really feel sort of that fullness and that warmth of satisfaction," she explains.
"Eating potato chips is addictive because the peak of experience is when you're tasting it, and not after," she added. "Nothing exists when the experience is done."
She compares that experience to the endless scroll on social media.
"You're not satisfied after you engage in the behaviour; it's just that moment of hitting the scroll when the dopamine kicks in.
And people agree with her assessment, not just when it comes to social media use.
Users added other things that would fall under the "Dorito Theory.
"People addicted to slot machines have the highest dopamine levels when it is spinning, not winning OR losing," one user commented.
@celeste.aria_ Have you heard of Dorito Theory? What types of things and experiences falls under it for you? #doritotheory #dopamine #addictivebehaviour #howtostoprotting #rottingtiktok #impulsivebehaviour #howtousetiktokless #howtoeathealthy #howtomotivateyourself #howtoimprove #thoughtexperiment #serotonin #mentalhealth #neuroscience #neurodivergent #adhd ♬ original sound - Celeste Aria
Other examples include substance abuse and "situationship."
Many people talked about their less-than-ideal relationships with the same effect: a quick dopamine hit but otherwise unfulfilled.
Feature image from Pexels by Karolina Grabowska
