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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.”
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?”
New research reveals how religious tattoos reflect a cultural – and generational – shift in how faith is expressed through permanent body art.
Dr. Kevin D. Dougherty, professor of sociology at Baylor University, brings a unique lens to this evolving phenomenon.
An award-winning educator and active researcher, Dougherty teaches both undergraduates and graduate students in areas of sociology, including courses on religion, teaching and organizational life. His research explores religious affiliation, participation, racial diversity in congregations and the ways faith intersects with politics, work and community.
In a recent study published in the Journal for the Scientific Study of Religion, Dougherty and his co-authors – Texas Tech sociology professors Jerome R. Koch, Ph.D. and Paticia Maloney, Ph.D. – examine how tattoos—once seen as rebellious—are now being embraced as spiritual markers, particularly among younger generations.
The study used national data from the 2021 Baylor Religion Survey, administered by Gallup to a random sample of 1,248 U.S. adults. The findings reveal that nearly 10% of American adults have tattoos with religious or spiritual significance – suggesting a major cultural shift in how lived religion is publicly and permanently expressed.
“What we’re seeing is that tattoos are becoming modern-day sacred objects,” said Koch. “They’re permanent, deeply personal and often worn as both a proclamation of faith and a private reminder of belief.”
The research challenges longstanding stereotypes that religious individuals avoid tattoos. While highly religious adults remain slightly less likely overall to be tattooed, younger people with strong religious commitment were the most likely to mark their faith visibly and permanently on their bodies.
The study also points to a broader evolution in faith practices. Tattoos are now joining other forms of spiritual expression like jewelry and clothing—but with one major distinction: permanence. “A religious tattoo doesn’t come off. It travels with you,” said Dougherty. “It encourages continuity, a lasting connection to what you believe.” Dougherty’s interest in the topic was sparked during a classroom assignment, where students were asked to document tattoos on campus. He was struck by how many were linked to religious themes.
“Tattoos that once marked the fringes of respectable society are now being redeemed as testimonies of belief,” he said. “They’re a reminder that faith—like culture—is always adapting, always finding new ways to speak.” For media inquiries and to connect with Kevin, click the icon below.
