What Makes You Click (2016)

What Makes You Click, a 2016 documentary produced by VPRO, dives into the intricate world of online behavior.

In this exploration, we uncover the digital mechanisms that shape our choices, preferences, and actions in the vast virtual landscape.

Every day, an astonishing billion people participate in the largest psychological experiment ever conducted: the internet.

As we navigate websites, fill virtual shopping carts, and engage with content, unseen forces influence our decisions. But what are these ingenious tricks and digital laws that keep us scrolling, clicking, and spending?

User experience architects and online persuasion officers wield their expertise to manipulate our interactions. Their goal? To ensure we linger on websites, complete purchases, and even cast our votes.

The shift from brick-and-mortar stores to online platforms is undeniable, with bankruptcies of traditional retailers serving as a stark reminder of this transition.

Former Google employees, once creators of these digital seduction techniques, now advocate for ethical boundaries.

They recognize the power they hold and seek to restrict it. But are they ahead of science and government in understanding the intricacies of human behavior?

The digital architects craft a tapestry of influence, weaving together data, algorithms, and design. Their eloquent strategies captivate us, urging us to stay longer, click more, and spend freely.

But beyond commerce, they also shape our leisure time and political leanings.

As the world of online persuasion unfolds, we confront a mystery: How do we strike a balance between enhancing user experiences and safeguarding our autonomy? The answer lies not only in robust ethical codes but also in our collective resilience against perpetual digital plunges.