The TikTok Fallacy

Publication Date

Spring 4-14-2025

Presentation Length

15 minutes

College

Jack C. Massey College of Business

Department

Economics and Finance

Student Level

Undergraduate

SPARK Category

Research

Faculty Advisor

Dustin J. Rumbaugh

WELL Core Type

Intellectual Wellness

SPARK Session

I don't know, Independent?

Presentation Type

Talk/Oral

Summary

In the past few years, TikTok has become one of the most popular platforms for short video content. This study explores the Phenomenon of “The TikTok Fallacy”, a cognitive bias similar to the gambler’s fallacy or the hot hand fallacy. Where users develop a sense that the next video that they encounter will be humorous, interesting, or entertaining, despite past outcomes when scrolling. This research aims to examine how the TikTok algorithm and users' behavior create this pattern of thinking to continuously engage with content in search of the next "hit.” Through a survey done by university students.

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