If you want to tune out and relax after a long day, you might turn to social media, online shopping or playing games on your phone. …“Uncertainty is exciting,” said Ayelet Fishbach, a behavioral science professor at the University of Chicago Booth School of Business. In games, uncertainty is part of the appeal. Social media has uncertainty built in, too, and it capitalizes on our human need to be social. “Social media is just designed to get us addicted with every feature that is on the screen.”