January 2025
Intermediate to advanced
188 pages
4h 13m
Japanese
Content preview from UXデザインの法則 第2版 ―最高のプロダクトとサービスを支える心理学
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CHAPTER 12
断続的な変動報酬
スキナーは、タイミングがころころ変わるランダムな強化こそが、最も効果的に
行動に影響を与える方法であることを実証した。デジタルプラットフォームは、変
動報酬を利用して行動を形作ることができる。この変動報酬の例は、スマートフォ
ンでの通知確認、フィードのスクロール、更新するために画面を下に引っ張るたび
に観察できる。その結果はスキナーが彼の研究室で観察したものと似ている。平均
的な人は
1
日に
2,500
回以上、人によっては
5,400
回以上もスマートフォンに接触
しており、時間でいうと
1
日につき
2
〜
4
時間となると研究は示している
＊5
。変動
報酬を示す具体的な例として、プル・トゥ・リフレッシュ
（引っ張って更新）
を見てみよ
う
［図12-2］
。この一般的なインタラクションパターンは、コンテンツフィードの一
番上で画面をスワイプダウンすることで新しいコンテンツを読み込むアクションと
して、多くのモバイルアプリで使われている。これとスロットマシーンとの類似性
は明らかだろう。「
（レバーや画面を）
引き下げる」という行為だけでなく、それが生み
出す変動的な「報酬」についてもだ。
＊5 原注：Michael Winnick and Robert Zolna, “Putting a Finger on Our Phone Obsession,” dscout, June 16, 2016,
https://oreil.ly/eKBeX
図12-2 Instagramにおけるプル・トゥ・
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.