PH
Continuous feeds remove many of the natural stopping cues found in other activities. A book has chapters, a television episode ends, and a newspaper has a final page—but an infinite feed can continue indefinitely. Without a clear stopping point, people have fewer environmental reminders to reconsider whether they want to continue.
Personalized recommendations add another reason to keep scrolling. This design can distort the subjective feeling of how much time has passed. Sometimes, the strangest thing about scrolling isn't what appears on the screen—it's how quickly the clock disappears.
© Computers in Human Behavior