Pigeon-guided missiles and engagement

In the mid-20th century, a psychologist named B.F. Skinner set out to answer an unusual question: What keeps a pigeon coming back for more? The answer to this question not only transformed behavioral psychology but also laid the foundation for understanding some of our most persistent human behaviors—addiction, engagement, and everything in between.

But let’s start with the pigeons.

The Pigeons Who Wouldn’t Stop Pecking

Skinner had a long history with pigeons, during World War II he trained pigeons to guide missiles (it not a joke, check “project pigeon”). The experiments we discuss involved placing pigeons in a box. Inside this box was a button, and every time the pigeon pecked it, something happened—sometimes food appeared, sometimes nothing at all.

What Skinner discovered was fascinating: when the rewards (food) were delivered unpredictably—on a variable ratio schedule—the pigeons went wild. They pecked the button incessantly, far more than when the rewards were consistent or predictable.

Why? Because the unpredictability of the reward kept the pigeons engaged. They couldn’t help themselves; they had to keep pecking. Sound familiar? (Yes, I’m looking at you, scrolling endlessly through Instagram or playing one more round of Candy Crush.)

Engagement and Addiction: Two Sides of the Same Coin

Skinner’s pigeon experiments have since been used to explain everything from gambling addiction to the compulsive lure of social media. The same principles of variable reinforcement—unpredictable rewards—are what keep us coming back for more.

Think about slot machines: you don’t know when the next jackpot will hit, but that little glimmer of hope keeps you spinning. Or social media: you scroll endlessly for the chance you will find something you.

This is where the lines between addiction and engagement start to blur. Both rely on keeping the brain hooked through unpredictability, but the difference lies in intent and application. If addiction is the dark side of variable reinforcement, then engagement is its more socially acceptable cousin—and we can learn a lot about how to foster healthy engagement by studying these same principles.

Implications for Online Events: Stop Being Predictable

So, what does this have to do with your next webinar, virtual training, or online event? A lot. If you’re wondering why participants drop off after 20 minutes, consider this: are you giving them a reason to stay curious? Skinner’s work suggests that unpredictability is the secret sauce for keeping attention.

Here’s how you can apply variable reinforcement to online events:

1. Surprise Your Audience: Instead of following a predictable agenda, throw in unexpected moments—like a surprise guest speaker, a live poll, or a spontaneous breakout session. Keep participants guessing about what’s coming next, and they’ll stay engaged longer. Let the audience choose their own path in the event. Put surprises in their path.
2. Gamify the Experience: Borrow from gaming and gambling mechanics by adding elements of chance, such as random prize giveaways or audience challenges. Think: “One lucky attendee will win a free consultation—but you won’t know when we’ll announce it!”
3. Break the Predictability of Participation: Instead of one long Zoom session, break the event into shorter, dynamic segments with interactive activities. Include moments where the audience has to make decisions that influence the flow of the event—this mirrors the autonomy found in Skinner’s experiments.
4. Layer Engagement: Skinner’s pigeons didn’t just peck randomly—they were engaging in a layered activity that rewarded persistence. Apply this by creating engagement layers in your event: activities, networking, and gamified learning moments that reward participants for staying involved throughout.

From Pecking to Clicking: What We Can Learn

Skinner’s legacy shows us that engagement isn’t about forcing people (or pigeons) to do something. It’s about creating an environment where they want to keep coming back. By tapping into the principles of variable reinforcement, we can design experiences—whether for pigeons, people, or virtual events—that are not only more engaging but also genuinely rewarding.

And while we don’t recommend feeding your webinar participants pellets (or breadcrumbs), a little unpredictability might just make your next event the talk of the town—or at least the most engaging one on their calendar.

Now, go out there and build something so engaging, it’d even keep a pigeon interested. 🕊️