Tinder's Chief Strategy Officer, Jonathan Badene recently revealed that it's famous swiping format has its roots in a 1948 psychology experiment by Harvard professor Burrhus Frederic [B. F.] Skinner.

Tinder 的策略長 Jonathan Badene 近期揭露，Tinder 著名的「滑動配對」，與一場 1948 年由哈佛教授 Burrhus Frederick Skinner 進行的心理實驗有很深的連結。

For his experiments, Skinner put pigeons into cages with thick buttons, as you can see in this footage from a 1982 documentary called Cognition Creativity and Behavior by Research Press Productions.

在他的實驗中，Skinner 教授將鴿子放入一個有很大按鈕的箱子內，你可以在 1982 年一個由 Research Press Productions 所製作的紀錄片「認知創造力與行為學」中看到這個實驗。

Then he randomly dropped in food.

然後他隨機投入食物。

He found that the pigeons developed superstitions, like only pecking one color button or turning in circles that they believe got them food.

他發現鴿子們發展出一些迷思，例如相信啄某個顏色的按鈕並轉圈圈會得到食物。

The consequences of behavior are as important as the antecedents.

行為的後果跟前因一樣重要。

And things happened to an organism after it behaves and have a very important effect on it, and the effect is to make it more likely that the organism behave the same way again.

然後在事件發生於某生物個體上時，某個體必會產生某種相對應行為且具重要的影響力，實際上此事件很有可能使個體都產生一樣的行為。

Of course, the food drops were totally random.

當然，食物的投放是完全隨機的。

Badene said that this is what inspired Tinder's swiping format.

策略長 Badene 表示這個實驗啟發了 Tinder 的滑動配對模式。

It's called operant conditioning.

這稱之為「操作制約」。

It's the idea that behaviors connected to positive or negative rewards.

這是指行為與回饋的正負向有關。

Basically, pigeons keep pecking because they think they're going to get food, and humans keep swiping because they get matches, and everybody gets the dopamine rush that comes with it.

基本上，鴿子不斷地啄按鈕是因為牠們認為可以因此得到食物，而人類不斷地滑是因為他們會因此配對成功，然後因為這樣的結果大家腦內多巴胺分泌就大量上升。

In a 2010 study, researchers found that the anticipation of a reward causes more dopamine release than actually getting the reward.

在一個 2010 的研究中，學者們發現期待得到回饋腦中所因此分泌的多巴胺比實際上得到回饋時分泌的還要多。

So, every time you swipe, your brain is more and more excited to get that match.

所以每一次你滑，你的腦子會因為期待得到配對而越來越興奮。

It's called the variable ratio reward system.

這稱之為「變量回饋機制」。

It's the same reward system that things like slot machines, video games, and social media all use.

這與玩吃角子老虎、電玩和任何社群軟體時腦中的回饋機制相同。

Tinder has proven that this model works.

Tinder 完全證明了這個模式是有用的。

Tinder boasts 1.6 billion swipes a day and is the most downloaded lifestyle app for two years running.

Tinder 聲稱一天軟體內有 16 億次滑動，且蟬聯兩年為下載量最多生活類型應用程式。

In 2015, Tinder cut off all regular users at 100 swipes a day and only allowed more if they were subscribed to a premium account that goes for 10 USD or more a month.

於 2015 年，Tinder 將一般用戶的滑動權限降至一天 100 次，且只准許訂購一個月最少 10 美元的尊榮會員有更多的滑動權限。

Now, 24 percent of users have a premium account.

現在，有百分之 24 的用戶有尊榮會員。

With a business model that's built based on instinctual behaviors, it's doubtful that this will stop working anytime soon nor would many users want it to.

就建立在直覺行為的基礎上的營運模式而言，令人質疑這個模式會不會隨時就不管用了，或者多數用戶不希望這個模式繼續下去。

As Tinder's CSO says, you swipe, you might get a match, you might not, but you're still excited to play the game.

但就 Tinder 策略長所說，你滑了就有可能成功配對，也可能沒有，但你還是很期待參與這個遊戲。

Hey guys thank you so much for watching.

謝謝大家的收看。

If you liked what you saw, please like, comment, subscribe, we're making a lot of fun stuff here at Cheddar and we hope you keep watching.

如果你喜歡你看到的，請按下喜歡、留言並訂閱，我們在 Cheddar 上製作了很多有趣的東西並希望你們能持續收看。