How Evan Williams, a cofounder of Twitter, won’t either. How Steve Jobs wouldn’t let his kids use an iPad. He opens Irresistible with some juicy anecdotes. Irresistible, published this past spring, is a study of how contemporary technology uses sophisticated means to draw out a mostly primitive trait in humans: addiction. He has written one other book, the New York Times bestseller Drunk Tank Pink, which explores how environment influences our choices. Some may want to rationalize this attentiveness as being “present,” but Alter goes on to cite one estimate that it takes nearly half an hour to fully re-engage in the interrupted task.Īlter is a professor of marketing at New York University. The pleasing (or in some cases, annoying) ding of a new email notification, the strong bold type of an unread email, all of this is designed to make us click and click fast. Irresistible: The Rise of Addictive Technology and the Business of Keeping Us HookedĪccording to Adam Alter in Irresistible: The Rise of Addictive Technology and the Business of Keeping Us Hooked, 70 percent of office emails are read within six seconds of arrival.
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