The Impact of Social Media Salience on the Subjective Value of Social Cues

Abstract

Like face-to-face interactions, evidence shows that interacting on social media is rewarding. However, the rewards associated with social media are subject to unpredictable delays, which may shape how they are experienced. Specifically, these delays might enhance the subjective desirability of social rewards and subsequent reward-seeking behavior by sensitizing people to the presence of such rewards. Here, we ask whether thinking about a recent social media post or conversation influences the subjective value of monetary and social rewards. Across two studies, we find that individuals who are thinking about a recent social media post are more likely to sacrifice small financial gains for the chance to see a genuine smile (a social reward) compared with those who are thinking about a recent conversation. This suggests that rather than satisfying social needs, thinking about social media interactions enhances the subjective value of social rewards, potentially explaining the incentive value of social media.