Tinder thrills like winning at gambling, but it can also be compared to another addictive pastime: computer games. Besides, it is now common for people to admit they are not using Tinder but playing it. Like Tinder, computer games are skilled at offering frequent neurochemical rewards and often employ rapid and repetitive gestures that gamers can quickly master.
Studies have shown how dopamine is secreted while social networking, for example, when content is ‘liked’ on Facebook. The production of oxytocin – the chemical associated with love, happiness and feelings of trust – has also been studied in relation to social networking and fools users into thinking they are surrounded by caring individuals. The release of oxytocin is also required to cure loneliness and broken hearts. In short, Facebook – and now Tinder – virtually produce the conditions that promote the release of oxytocin in the brain, making users feel loved though, in reality, that may not be the case. Combined with frequent hits of dopamine, the act of finding a date becomes as addictive as gambling.