Hangover Offline, Moments of Happiness Online?

How our basic needs affect clicking behavior, shopping sprees and hungover moods

Our online behavior is rooted in our basic needs—for example, our need for security or recognition. Our basic needs fundamentally shape what we look for and how we act. Unmet needs generate a sense of lack that is very hard to tolerate, so we often turn to compensatory actions—and find them online. Here we encounter things that cater specifically to these needs: likes, swipes, alerts or new content offer instant validation. In this way, the smartphone becomes a tool for emotional self-regulation. Short-term relief and dopamine hits are often the focus—but in the long run, our key needs remain unfulfilled. Thus, more and more often, we go online to search for what is actually missing in our offline lives. And despite the plethora of offerings, we frequently end up feeling empty and unsatisfied.