Psychological theories and frameworks that can help explain the phenomenon of ephemeral content consumption include cognitive dissonance theory, social comparison theory, and scarcity principle. These theories shed light on why individuals are drawn to consuming short-lived content on platforms like Snapchat, Instagram Stories, and TikTok.
Cognitive Dissonance Theory
Cognitive dissonance theory, proposed by Leon Festinger in 1957, suggests that individuals have an inner drive to hold their beliefs and attitudes in harmony and avoid tension or discomfort. When individuals encounter ephemeral content, such as disappearing photos or videos, they may experience cognitive dissonance if they miss out on viewing it. This drives them to consume the content quickly to alleviate this discomfort.
Social Comparison Theory
Social comparison theory, developed by social psychologist Leon Festinger in 1954, posits that individuals determine their own social and personal worth based on how they stack up against others. Ephemeral content consumption provides a platform for individuals to engage in social comparison by viewing real-time updates from friends, influencers, and celebrities. The temporary nature of this content creates a sense of urgency and FOMO (fear of missing out), prompting individuals to consume it before it disappears.
Scarcity Principle
The scarcity principle, popularized by Robert Cialdini in his book “Influence: The Psychology of Persuasion,” states that people are more attracted to things that are perceived as scarce or in limited supply. Ephemeral content is inherently scarce due to its temporary nature, leading individuals to value it more and engage with it quickly before it vanishes. This principle is often leveraged by social media platforms to increase user engagement and retention.
Information-Gap Theory
Information-gap theory, proposed by George Loewenstein in 1994, suggests that individuals are driven to seek out information when there is a gap between what they know and what they want to know. Ephemeral content creates an information gap by teasing viewers with a preview or snippet that leaves them wanting more. This curiosity gap motivates individuals to consume the content to satisfy their curiosity and reduce uncertainty.
Self-Determination Theory
Self-determination theory, developed by Edward L. Deci and Richard M. Ryan in the 1980s, posits that individuals are intrinsically motivated to satisfy three basic psychological needs: autonomy, competence, and relatedness. Ephemeral content consumption can fulfill these needs by allowing individuals to express themselves creatively (autonomy), engage in challenges like creating and sharing content (competence), and connect with others in a social environment (relatedness).
Selective Exposure Theory
Selective exposure theory suggests that individuals are more likely to seek out information that aligns with their existing beliefs and values while avoiding contradictory information. When consuming ephemeral content, individuals may be drawn to content that reinforces their identity, interests, and preferences. This selective exposure can create echo chambers or filter bubbles where individuals are exposed to a limited range of perspectives and opinions.
Zeigarnik Effect
The Zeigarnik effect, proposed by psychologist Bluma Zeigarnik in the 1920s, states that people remember uncompleted or interrupted tasks better than completed tasks. Ephemeral content with its transient nature creates an open loop in individuals’ minds, making them more likely to remember and revisit the content to achieve closure. This psychological phenomenon can drive repeated engagement with ephemeral content to resolve the sense of incompleteness.