The hook model is an idea called the variable schedule of rewards or intermittent reinforcement. It was first described by B.F. Skinner in the 1950s to understand how we learn and addiction. The more our brain receives dopamine from social media, the more the behavior of scrolling your feed or visiting the site is positively reinforced. People crave that instant rush of social affirmation from the dopamine release. And therefore, we become integrated into the very technology that we are addicted to because we're obsessed with it.