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Why TikTok Keeps You Scrolling: Baylor Research Explains the Science Behind Social Media Addiction

Why is it so hard to stop scrolling TikTok? A new study by Baylor University marketing professors and social media researchers James A. Roberts, Ph.D. and Meredith E. David, Ph.D., reveals that the answer lies not only in the app’s content, but in its design. Their research, published in the journal Cyberpsychology, Behavior, and Social Networking, is among the first to compare the technological affordances – the built-in design features that shape user behavior – of three leading short-form video (SFV) platforms: TikTok, Instagram Reels and YouTube Shorts. The findings reveal that TikTok’s combination of ease of use, highly accurate recommendations and surprising content variety creates a powerful recipe for user engagement – and, in many cases, addiction. The power of effortless design In their study, Roberts and David had participants rate each platform on three key technological affordances: perceived effortlessness, recommendation accuracy and serendipity (the element of surprise) and answer questions measuring their levels of social media engagement and addictive use. The results were clear: TikTok scored significantly higher than Instagram Reels or YouTube Shorts across all categories. Users in the study said TikTok required the least effort to use, delivered the most relevant videos and surprised them most often with unexpected but enjoyable content. “It’s the combination of all three that keeps people scrolling,” David said. “But the prerequisite is effortlessness. Without that ease of use, the other two wouldn’t matter as much.” TikTok’s seamless experience – where videos begin playing automatically the moment the app opens – creates a sense of immersion unmatched by competitors. Other platforms require users to click or select a video before viewing begins, a subtle difference that nonetheless makes TikTok feel faster and more intuitive. Engagement becomes addiction The study found that TikTok’s technological affordances indirectly increase addiction by first increasing engagement. The more users engage, the more likely they are to lose track of time – a phenomenon known as time distortion. David said this design is no accident. “TikTok’s algorithm is intentionally created to be addictive,” she said. “Their own materials acknowledge that users can become hooked after less than half an hour on the app.” She noted that even users who recognize these patterns often underestimate how long they spend scrolling. “We all need to be more cognizant of our time on these platforms,” David said. “Check your phone’s screen-time data – you may be surprised.” Implications for users and policy Beyond individual awareness, the researchers point to the broader social impact of overuse – particularly for young people. Excessive time on short-form video apps can erode attention spans, foster expectations for instant gratification and displace face-to-face interaction. “These platforms are designed to hold our attention,” David said. “But the opportunity cost is huge. The more time we spend scrolling, the less time we have for the activities that build real connection and meaning.”

Detecting Fraud Using Emerging Technology: Innovating Beyond Traditional Controls

Fraud and financial crime are evolving at a pace that challenges even the most established detection systems. From cyber-enabled schemes and complex financial misappropriations to subtle internal manipulations, traditional audit and compliance methods are often too slow or too narrow to keep up. In a world where billions of data points can hide a single irregularity, the investigative advantage now lies in speed, intelligence, and technological adaptability. J.S. Held’s Ken Feinstein recently authored an article exploring how artificial intelligence, machine learning, and advanced data analytics tools are transforming how organizations uncover and prevent fraud. In his piece, “Detecting Fraud Using Emerging Technology: Don’t Be Afraid to Innovate,” Feinstein illustrates how the integration of digital investigation techniques — from automation to predictive analytics — is reshaping the fraud-detection landscape, helping companies not just react to wrongdoing but anticipate and deter it. Ken Feinstein specializes in investigative data analytics and has over 25 years of experience. He provides data analytics solutions spanning multiple sectors, including retail and consumer products, life sciences, technology, financial services, and industrial products. His clients include law firms and Fortune 500 legal and compliance teams for whom he delivers large-scale, complex investigations, regulatory response matters, proactive anti‐fraud efforts, and compliance programs. View his profile here Why This Matters As fraudsters exploit digital tools and globalized networks, detection efforts must evolve in kind. Regulators expect faster, data-driven investigations, and boards demand real-time risk visibility. Those who innovate with AI-enabled detection and forensic analytics are better positioned to protect assets, reputation, and shareholder trust. Looking to know more? Connect with Ken Feinstein today by clicking on his icon below.

MEDIA RELEASE: Winter Weather Arrives Ahead of Schedule: CAA, MTO, OPP, and Toronto Police Service team up to share winter road safety tips.

Ready or not, winter weather has decided to make an early cameo! So, the question is: are you actually ready for winter driving? CAA South Central Ontario (CAA SCO), Ministry of Transportation of Ontario (MTO), Ontario Provincial Police (OPP), and Toronto Police Service (TPS) have joined forces to encourage Ontario drivers to get ready now for the cold and snowy weather, before the next unexpected snow event hits. “Now is the ideal time for motorists to install winter tires, check their car battery, and ensure they have an emergency car kit packed,” says Nadia Matos, manager of external communications, CAA SCO. “These simple steps can help motorists confidently navigate winter roads. Ontario weather can be unpredictable, and snowstorms can hit without much notice, so it’s always best to ensure your vehicle is prepared beforehand.” Besides vehicle preparedness, driver behaviour is just as critical in ensuring safe driving operations in winter weather. “Road safety is everyone’s responsibility,” says Sergeant Murray Campbell of the Toronto Police Service. “As daylight hours shorten and visibility decreases, we encourage all road users to stay alert, watch out for one another, adjust their driving to match weather conditions, keep their vehicle lights on, and plan ahead to accommodate longer travel times.” This year, the organizations are focused on protecting motorists who may be caught in unexpected winter weather. “We always encourage motorists to drive according to the road and weather conditions,” says Sergeant Kerry Schmidt of the Ontario Provincial Police. “Drivers should also slow down and move over when approaching stopped emergency vehicles and tow trucks with their emergency lights flashing while they are assisting vehicles and motorists in need of help. It is also unsafe and illegal to try to pass a full echelon of snowplows that are clearing all lanes of a highway during winter events.” Before heading out on the road this winter, MTO encourages motorists to download and use the 511 app to check the weather and road conditions before they leave home. The 511 app can be found at 511on.ca or in the app store on their mobile devices. For a safer trip this winter, motorists can also follow these additional safety tips: • Install winter tires for better traction. On cold and snowy roads, winter tires can help reduce your braking distance by up to 25 per cent. Members can call CAA before Dec. 20 to have our mobile tire service change them at home for a fee. • Test your car battery. If necessary, replace it before it fails. CAA SCO will test Members’ batteries free of cost during a service call. • Pack a fully stocked emergency car kit. The kit should include a flashlight, extra batteries, warning devices (e.g., flares, reflective vests/strips), a first aid kit, blankets, jumper cables, non-perishable food and water, and a phone charger. Be sure to always keep an ice scraper, small shovel, and snow brush handy in your car. • Service your vehicle. Have your brakes checked, oil changed, and top up your windshield washer fluid and any other fluids that are getting low. • Always keep your gas tank at least half full. Cold weather causes condensation in the system, which can lead to a fuel line freeze-up and prevent the car from starting. • Check your lighting system. Ensuring you have full lighting is very important in the winter months. Check your headlights and signal lights to ensure they work correctly.

UF expert answers questions about local risk of bird flu

Consumers may have noticed the rising price of eggs and even some shortages at grocery stores lately due to H5N1 avian influenza, but as cases of human and animal infections continue to rise, how concerned should you be about the virus? Benjamin Anderson, Ph.D., an assistant professor in the University of Florida College of Public Health and Health Professions’ Department of Environmental and Global Health and lead for UF’s Emerging Pathogens Institute bird flu response team answers some questions about the risk of infection to humans and animals from bird flu and how to protect yourself. Who is at risk? Currently, the Centers for Disease Control and Prevention says the risk to humans is low. “That is correct on an overall level,” Anderson said. There is no human-to-human transmission right now. Anderson said that while there have been an “alarming” number of human cases, the number of infections is still fewer than 100. Of those, most have resulted in mild illness and were in people who had direct exposure to infected animals. So far, there has been only one death attributed to the current outbreak of H5N1, known more commonly as bird flu – a man in Louisiana who was infected by a backyard flock. “We do have a lot of people who keep chickens,” Anderson said. “Because of the situation in Louisiana, this has, I think, piqued the concern even more so among folks who might have backyard poultry to recognize that is a potential pathway for transmission.” If you see a dead chicken, do not touch it or try to investigate yourself. Instead, report it to the Florida Department of Agriculture and Consumer Services. Report dead wildlife, including migratory birds, to the Florida Fish and Wildlife Commission. Anderson said while the risk to the public is currently low, the future risk, including human-to-human transmission that could result in a pandemic, is still uncertain. Right now, he said, “Unless you’re handling poultry or working with or near dairy cattle, where bird flu outbreaks have been ongoing, your risk is relatively low.” Can I catch the virus from my backyard bird feeder? Gainesville is on a major flyway for migratory birds – a draw for birdwatching enthusiasts, particularly in the winter. This may be how bird flu has made its way into backyard flocks, since infected migratory birds shed the virus in their waste. So far, there is no data that suggests bird feeders could pose a significant transmission risk to people, and no reported human cases of bird flu have been traced to feeders. “However, when I say there’s no data, that means there’s no data. It hasn’t been investigated,” Anderson said. Waterfowl such as ducks and geese are more likely to carry the virus than songbirds. But if backyard birdwatchers are concerned, he said, take precautions such as wearing gloves and disinfecting bird feeders. And whether there’s an elevated risk of bird flu or not, always take care to avoid touching bird feces, which can contain salmonella. “Using some common sense, good hygiene practices, is going to be an effective way of protecting yourself,” he said. Are my outdoor cats in danger? Outdoor cats are susceptible to bird flu through exposure to dairy cattle, wild birds and contaminated raw milk. There is also new evidence of some sources of raw cat food being contaminated with H5N1. H5N1 causes severe infection in cats, with neurological symptoms that could mimic rabies. Infected cats may be disoriented, lethargic or disinterested in food. Florida residents can contact the Florida Health Department if they notice these symptoms in their pet. “If you see something unusual, seeking out professional care for that animal is an important thing to do,” Anderson said. As of now, it’s unclear whether cats can transmit the virus to humans, but as it adapts, transmission to other species could become easier and more widespread. What about eggs and poultry from the farmers market? Florida state statutes require sellers to register as a food supplier and meet certain criteria for food handling safety. But the regulations can be unclear to some small, local egg and poultry producers, and others operate under the radar. “I wouldn’t say that if you go to a farmers market, it’s a guarantee that the products you’re buying are produced under the proper regulations,” Anderson said, but the regulations themselves can be unclear. Some things you can do to keep yourself safe are asking the vendor if they’re registered and permitted with the state’s agriculture agency and checking that the products are labeled. Per the statutes, eggs must be refrigerated at all times between packaging and sale to the consumer. And definitely steer clear of raw milk, which has been tied to several human and animal H5N1 infections and always carries a risk of salmonella. “Don’t drink it, and don’t give it to your animals,” Anderson said. Is there a vaccine? How else can I protect myself? There is a vaccine for bird flu. While it isn’t currently being administered to humans in the U.S., Anderson said some agriculture workers in Europe have received it. “There is a potential justification for starting to release some of the stock of the H5N1-specific vaccine,” but it would come with tradeoffs, he said, such as maintaining stockpiles and keeping the vaccine matched well to an evolving virus. In his opinion, though, it makes sense to start the process now, both to protect workers who are already at higher risk of contracting the virus, and to begin collecting data on how well the vaccine is working. The idea that the U.S. should hold off on releasing a vaccine until bird flu becomes a pandemic is contrary to protecting public health, he said, adding that the tipping point for him was seeing the virus start to show up in backyard poultry. “That’s the rationale that I base my opinion off of,” Anderson said.

Black Friday 2025: Earlier, Bigger and More Digital Than Ever

Black Friday is no longer just a day – it’s becoming an entire season. In 2025, shoppers are starting earlier, spending more and relying heavily on technology to find the best deals. With online shopping now the dominant force, an estimated 71% of consumers plan to browse and buy from their screens rather than stand in long lines. Baylor University consumer behavior expert James A. Roberts, Ph.D., said this year’s sales stretch well beyond Thanksgiving weekend. Top 5 Black Friday Trends from Dr. James A. Roberts Retailers have pushed promotions into early November – and in some cases, late October – creating what many now call “Black November.” And for the true procrastinators, “Desperate in December” is the new reality, with next-day delivery extending holiday shopping right up to the last minute. Even as shoppers plan to spend up to 10% more, they’re extremely price sensitive, Roberts said. Inflation, rising living costs and ongoing economic uncertainty – including concerns over tariffs – are prompting consumers to hunt for deeper discounts and compare prices more closely than ever. That caution is also fueling another trend: increased use of buy-now-pay-later plans. While convenient, Roberts urges shoppers to approach them carefully to avoid overspending. Technology also is accelerating the shift. AI tools and retail chatbots are helping customers track deals and make purchases, while influencers and social media ads continue to shape buying habits. Cost-conscious platforms like Temu and Shein are poised for another strong season. Clothing, electronics and home goods remain top categories, Roberts said, with gift cards still the go-to for last-minute buyers. Walmart, Target and Kohl’s are expected to be the most popular in-store destinations, while Amazon – unsurprisingly – continues to dominate Cyber Monday. Overall spending remains robust. Shoppers are expected to spend roughly $20 billion across online and in-store purchases, split almost evenly between the two. The best bargains will be toys discounted about 25 percent, phones and computers discounted around 30 percent and TVs discounted an average of 23 percent. The typical shopper will spend about $650 this holiday weekend. How to navigate the shopping frenzy Roberts offers some simple advice for navigating the frenzy: Set a budget, stick to it, choose thoughtful gifts and keep the season in perspective. After all, the most meaningful gifts are the ones that show how well you know the people you love. ABOUT JAMES A. ROBERTS, PH.D. James A. Roberts, Ph.D., is The Ben H. Williams Professor of Marketing at Baylor University’s Hankamer School of Business. A noted consumer behavior expert, he is among the Top 2% Most-Cited Researchers in a database compiled by Stanford University. In addition to journal citations, Roberts has often been called upon by national media outlets for his consumer expertise and latest research. He has appeared on the CBS Early Show, ABC World News Tonight, ABC Good Morning America, NBC’s TODAY Show and NPR’s Morning Edition, as well as in articles in The New York Times, USA TODAY, The Wall Street Journal, TIME and many others. Roberts’ research has focused on how individual consumer attitudes and behavior impact personal and collective well-being, including investigating the factors that drive ecologically and socially conscious consumer behavior, the impact of materialism and compulsive buying on well-being and the effect of smartphone and social media use on personal well-being. He is the author of “Shiny Objects: Why We Spend Money We Don’t Have in Search of Happiness We Can’t Buy” and “Too Much of a Good Thing: Are You Addicted to Your Smartphone?”

Nassau County GOP Victories Attributed to Unaffiliated Party Voters

Lawrence Levy, associate vice president and executive dean of the National Center for Suburban Studies, was interviewed by Newsday about GOP victories in Nassau County on Election Day. The reason for the wins was that more voters unaffiliated with a political party leaned Republican. “Whatever the Republicans were selling, the independent voters were buying,” said Levy. “Outside forces that really have nothing to do with the running of the county and who would be running it had a potentially strong impact on the outcome.”

ChristianaCare Launches Organoid Core to Personalize Cancer Treatment

ChristianaCare’s Cawley Center for Translational Cancer Research has unveiled a first-of-its-kind organoid core in a community cancer center program. The new laboratory facility within the Helen F. Graham Cancer Center & Research Institute grows and tests living, patient-derived tumor models, giving doctors and researchers a faster, more precise way to identify the therapies most likely to work for each patient. This innovation could change how cancer is treated in Delaware and serve as a model for community centers nationwide. There are only a handful of organoid core centers, or “tumor-on-a-chip” programs, in the United States, and ChristianaCare’s is the first within a community cancer center setting. What the Organoid Core Does Tumor organoids are tiny, three-dimensional cultures grown from a patient’s tumor tissue. They preserve the genetic and molecular traits of the original tumor, making them far more accurate than traditional cell lines. “These mini-tumors enable researchers to screen drugs faster, identify new biomarkers and discover which treatments are most likely to work for each patient,” said Thomas Schwaab, M.D., Ph.D., Bank of America Endowed Medical Director of ChristianaCare’s Helen F. Graham Cancer Center and Research Institute. “This core is a bridge between the lab and the clinic. By growing living tumor models from cells of individual patients, we can test real-world drug responses and tailor treatments for them in ways that were not possible before.” How It Advances Patient Care The organoid core strengthens the Cawley Center's research capabilities by enabling drug screening and biomarker discovery. It will bank organoids representing the wide variety of tumors seen in the community, giving scientists a realistic system for testing therapies. ChristianaCare treats more than 70 percent of cancer patients in Delaware, giving researchers unique access to treatment-naïve samples. These are tumor tissues that have not yet been exposed to chemotherapy or other therapies. Studying them provides a more accurate picture of how cancer behaves naturally and how it might respond to new treatments. Bringing a new cancer drug to patients is expensive and risky. Estimates show it can cost $1.3 to $2.8 billion, with up to a third spent on preclinical development, and only about one in 10 compounds ever reach human trials. Traditional mouse models often fail to fully mimic human tumors, making early testing less reliable. By using organoid screening, the Cawley Center can test therapies more accurately, reduce costs and failure rates and move promising treatments into clinical trials faster. Combined with existing tissue collection programs, clinical trial infrastructure and community partnerships, these resources create a direct pathway to bring lab discoveries to patients faster. Turning Point in Translational Research “Our goal is to shorten the distance between discovery and treatment,” said Nicholas J. Petrelli, M.D., director of the Cawley Center. “Too many promising drugs fail because early models do not capture the complexity of real tumors. The organoid core helps solve that problem. We can now test therapies in models that reflect the patients we actually serve.” “This is a turning point for translational research in community health,” said Jennifer Sims Mourtada, Ph.D., associate director at the Cawley Center. “Organoid technology lets us study cancer in a way that feels personal. We are not just looking at data points. We are studying living models of a patient’s tumor, which can reveal how that person’s cancer might behave or respond to treatment. This approach brings science closer to the people it is meant to help.” Looking Ahead In the coming months, the organoid core will focus on building a diverse biobank of tumors common in Delaware. Plans include collaborations with academic institutions, shared access for external researchers, and development of immune-tumor co-culture models. By combining advanced technology, strong community partnerships and direct patient access, ChristianaCare and the Cawley Center are showing how translational cancer research can thrive in a community setting, making breakthroughs not only in the lab but also in patients’ lives.

Want a Better Thanksgiving? Start With a Screen Break

For many families, Thanksgiving weekend has quietly become a four-day screen marathon: football, streaming, shopping, scrolling through sales, and group chats buzzing in the background. Personal development coach Mark Diamond has spent decades seeing what happens when people take a different approach. After running a tech-free camp for 25 years, he’s watched kids and adults transform when phones disappear and the outdoors becomes the main event. “You can actually feel nervous systems reset,” he says. “People sleep better, they laugh more, and they have the kinds of conversations that just don’t happen when everyone’s half-present on their devices.” Diamond believes Thanksgiving is one of the easiest times of year to test what he’s learned - without asking anyone to give up the game or the parade. “You don’t have to cancel screens,” he says. “You just have to make sure they’re not the only thing you remember about the weekend.” He suggests families experiment with one simple offline tradition they can repeat every year: Everyone helps with the meal - put on some good music and try to learn to cook! Hear family stories - instead of talking about trending videos, have some questions ready to learn about the lives of relatives you don't see so often. A tech-free walk before or after dinner - leave phones at home or in pockets on airplane mode. An outdoor game (even in colder weather) - touch football, a scavenger hunt for younger kids, or a quick “around the block” relay. A “no scroll, just snap” rule - photos are fine, but posting and scrolling wait until the next day. When people are already together, Diamond notes, it’s actually easier to introduce new traditions. “You can say, ‘This year, let’s try 30 minutes of no screens while we do X.’ It feels like a shared experiment, not a punishment.” The real payoff, he says, isn’t just fewer hours online. It’s the memories and inside jokes that come from doing something real together, not just watching the same screen side by side. “We’re not going to remember every highlight reel or Black Friday deal,” Diamond says. “We remember the time we got caught in the rain on a walk, or when somebody’s throw went wildly off course and everyone burst out laughing.” In his coaching work, Diamond helps people who feel “glued to their phones” design lives where brief, meaningful offline moments are built in — starting with accessible opportunities like holiday weekends. “Thanksgiving is a perfect low-stakes test. If one tiny offline tradition makes the day feel better, that’s powerful feedback. You can carry that forward into December, and into the new year.” About the Expert Mark Diamond is a personal development coach and founder of a long-running tech-free camp. He focuses on outdoor wellness, sustainable behavior change, and helping people reconnect to happiness and real-world experiences in an age of constant screens. Mark is part of the Offline.now expert directory, contributing to the community supporting better parental modelling for device use.