Chapter Overview


  • 01. A New Psychological Weapon – Introduction
    The Cambridge Analytica scandal, which broke in 2018, was the first time the term psychological weapon, a new type of technology that combines insights from…
  • 02. What does “Attention Engineering” mean?
    “Attention” is the focusing of perception on certain stimuli. However, since the human brain can only process information to a limited extent, the selection of…
  • 03. Marketing & Manipulation
    Those who are not perceived do not exist. This marketing principle applies even more in the virtual world than in the analogue one. For this…
  • 04. The invisible third party – the business model
    We are not a company that is designed to make money. We are a company that is designed to create communities and let those communities…
  • 05. Move Fast and Break Things
    It is very common, […] for humans to develop things with the best of intentions and for them to have unintended, negative consequences. JUSTIN ROSENSTEIN,…
  • 06. The Scandal: Cambridge Analytica
    If you want to fundamentally change society – you first have to break it. And it‘s only when you break it, is, when you can…
  • 07. The Hormone Dopamine
    We all want to be liked. But now we want to be liked by sixteen million. Denzil Washington, US-american actor But what are the “human…
  • 08. Flow and Gambling
    Playing games activates the release of dopamine without the use of drugs. In particular, games of chance and computer games lead to intoxication-like states, also…
  • 09. Gamification
    We have to give you a little dopamine kick every now and then, so to speak, because someone has liked or commented on a photo…
  • 10. Motivational Psychology & Online Marketing
    […] its products set up a chain reaction that has changed social behavior in a way we still don‘t fully understand. Ian Bogost, award-winning game…
  • 11. Online Disinhibition Effect
    How do I know if I am happy? Indicators for this are emotions. These signal “whether something is good or bad, dangerous or harmless, and…
  • 12. Social Media & Player Types
    Classifications in “gamer types” according to LeBlanc and Bartle from the gaming industry can also be applied to users of social media. In addition to…
  • 13. The Ash Experiment
    In 1951, the Gestalt psychologist Solomon Asch showed in the so-called conformity experiment how peer pressure affects a person’s decision-making ability. Fifty male students took…
  • 14. Pawlow’s Dog
    The dynamics of the attention economy are structurally set up to undermine the human will. James Williams, former Google-strategist While motivational psychology focuses on the…
  • 15. The Skinner Box
    Among the behaviourists, Burrhus Frederic Skinner (1904 – 1990) is another important representative. In his animal experiments with pigeons and rats, he observed that the…
  • 16. The Charm of Chance
    Our reward is in merely anticipating what might await us on the other side of that click. Our past disappointments only heighten the anticipation that,…
  • 17. Habit vs. Addiction
    One can speak of a habit when users are a tiny bit bored and immediately open Twitter. They feel a stab of loneliness, and before…
  • 18. The Cigarette of This Century
    The Cigarette of This Century. Ian Bogost, award-winning game developer Initially, it is usually an external trigger, such as a flashing button, a link or…
  • 19. Simplicity & Design
    Technology has given us a rich life, but at the same time we feel uncomfortably ‘crowded’. John Maeda, artist, graphic and interaction designer The flood…
  • 20. Deep Learning & Artificial Intelligence
    Deep learning is a sub-area of machine learning and uses neural networks and large amounts of data. The learning methods are based on the functioning…
  • 21. There’s No Ethics
    There‘s no Ethics. Tristan Harris, former design ethicist and product philosopher at Google Attention engineering is ubiquitous in the online world because in an information…
  • 22. Rabbit Hole 4.0
    2020, Animation. Short film, practical part of bachelor thesis on attention engineering in social media. Tools: Blender, After Effects, Premiere Pro, Audacity The attention of…