This chapter highlights how the pursuit of pleasure, foundational concepts in the philosophy of Epicurus, continue to be essential pillars in the modern understanding of human behavior. These principles are expanded upon by incorporating learning theories formulated by Edward Lee Thorndike, specifically stimulus-response association and the Law of Effect, which posits that actions resulting in pleasure are likely to be repeated, thereby solidifying our understanding of habit formation. Under this paradigm, the influence of gratifying and aversive experiences on our learning and behavior is detailed, emphasizing their central role in the digital age. In particular, it explores how gratifying interactions with mobile devices promote habit formation. Additionally, emerging evidence supporting the concept of the ‘hedonic brain’ is examined, reflecting a neural predisposition towards maximizing pleasure and minimizing pain, and highlighting the importance of dopaminergic brain structures in the storage of gratifying experiences, which will favor their future repetition. The chapter also addresses the mechanisms of positive and negative reinforcement and how these manifest in our interaction with digital technology, focusing on how the digital age has facilitated the attainment of rewards. Finally, the functional analysis of behavior and operant conditioning by Burrhus Frederic Skinner is discussed, illustrating how our behaviors are shaped by their consequences, a principle that is being extensively exploited by technology and digital services.