You said at 11:00 p.m. that you were going to play one more game of Candy Crush Saga. Now it's 3:30 in the morning, your eyes are bloodshot and screw it, just one more game. But why? Why can't you stop?
Discovery's DNews explains in the video above.
The short version equates you to a lab rat getting electrical shocks or treats when they pull a level. In Candy Crush, winning means you get a treat and losing means you get a shock. When you get a treat, you want more treats. When you get a shock, well, you're a bit of a masochist, so you want to go back to the lever until it gives you a treat (or, in this case, you beat a level).
On top of that, restricting your access to playing the game (unless you pay) makes you want to pay it more. Psychology is at work here.
There's a lot more, including why people who pay the game still can't stop, in the video above. Check it out.
[via DNews on Youtube]