The most important addictive learning pattern—technically known as intermittent reinforcement—was discovered by Skinner himself, in a classic case of scientific serendipity. In 1956, the behaviorist pioneer was studying learning in rats. One weekend, he realized he was running low on the food pellets he used to reward the rodents when they had learned to press levers correctly. Since he had to make these rat treats himself and he didn’t want to interrupt the experiment to make more, he decided to give the animals their rewards less frequently to stretch out what remained of his supply. To his
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