Not long ago, I stepped into a lift on the 18th floor of a tall building in New York City. A young woman inside the lift was looking down at the top of her toddler’s head with embarrassment as he looked at me and grinned. When I turned to push the ground-floor button, I saw that every button had already been pushed. Kids love pushing buttons, but they only push every button when the buttons light up. From a young age, humans are driven to learn, and learning involves getting as much feedback as possible from the immediate environment. The toddler who shared my elevator was grinning because feedback – in the form of lights or sounds or any change in the state of the world – is pleasurable.
But this quest for feedback doesn’t end with childhood. In 2012, an ad agency in Belgium produced an outdoor campaign for a TV channel that quickly went viral. The campaign’s producers placed a big red button on a pedestal in a quaint square in a sleepy town in Flanders. A big arrow hung above the button with a simple instruction: Push to add drama. You can see the glint in each person’s eye as he or she approaches the button – the same glint that came just before the toddler in my elevator raked his tiny hand across the panel of buttons.
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