Behavior psychologists have long understood the power of something called variable reinforcement. Reinforcement, in general, is basically receiving a reward for a certain behavior. Think of giving your kids some video game time as a reward for doing the dishes without complaining. The "variable" part of the term refers to the frequency of the reward. Basically, a variable reinforcement is random. The subject knows what the reward is but does not know when it will be given. It may be after doing the task after five times, it may be after ten more times, or it may be this time.
The Downbeat #1819: Powerball Edition
