# Professor Adam Alter's book, "Irresistible," is cited in an article on Instagram's move to hide likes

1 Faculty News July 29, 2019 alieberm ![PR Week Logo](/sites/default/files/styles/246w/public/assets/images/prweek192x144.jpg?itok=nV8eYOUN)>

Excerpt from [PR Week](https://www.prweek.com/article/1592311/instagram-hiding-likes-final-nail-coffin-influencers) -- "[Adam Alter](https://www.stern.nyu.edu/faculty/bio/adam-alter), author of Irresistible: The Rise of Addictive Technology and the Business of Keeping Us Hooked, says our brain responds to receiving social media likes the same way it responds to drugs - and that not knowing how many likes you’ll get makes it highly addictive."

[Read more](https://www.prweek.com/article/1592311/instagram-hiding-likes-final-nail-coffin-influencers)