We can interpret this fact with sufficient confidence as follows

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Evolution has sharpened our brains in such a way that it understands: "Look, look - everyone is liking some bullshit. Come on, take a closer look! The whole flock can't be wrong. This might be the bullshit you really need." Of course, a pack can make mistakes. Even the whole pack. But evolution does not delve into details, it sort of “hits the area”, that is, it cultivates a mechanism of a priori attention to what others have paid attention to.


And in this sense, “likes” are also the “currency of attention” . "Likes" are social support. The brain "likes" to support Scientists have noted (in particular, R. Hayes in 2016) that social media users consider “likes” a form of italy business email list social support. And other researchers (T. Inagaki, for example) have shown that providing such support causes active reactions in the supporter’s brain region called the “ventral striatum.” Here again, we have a manifestation of evolutionary reward – the striatum is very strongly involved in the chemical scheme of reinforcing “correct” human behavior.


"Likes" can act not only as a method of providing support to another person, but also as a signal "I am the same as you, we have similar experiences." R. Hayes proved that expressing support with "likes" also causes pleasure in the one who puts them. The interpretation of this phenomenon is possible as follows: Evolution believes that it is important not only to integrate into social groups and fight for a place in their hierarchy, but also to learn to support the "good" members of these groups.