Is the TikTok algorithm like a bag of chips? The “Dorito theory” is going viral.

The apparent complexities of the TikTok algorithm may actually be as simple as a bag of chips. In a video with more than 700,000 views, creator Celeste Aria laid out her “Dorito theory,” which she uses to explain the addictive nature of infinitely-scrolling social media feeds.

Everyone has a topic they just can’t stop thinking about, and Aria’s Roman Empire is Doritos. In her viral clip, she surmises that TikTok scrolling is so addictive because it is never fully satisfying. Like a Dorito, a scrolling session on the For You Page is most stimulating during the first few bites. The end of the chip (or video) brings a desire to start consuming another one, thus returning to that first-bite feeling.

“The idea is that only experiences that aren’t truly satisfying are maximally addictive,” Aria says. “Imagine eating Doritos. When you eat a Dorito and finish a bite, you’re not fully satisfied.”

@celeste.aria_ Have you heard of Dorito Theory? What types of things and experiences falls under it for you? #doritotheory #dopamine #addictivebehaviour #howtostoprotting #rottingtiktok #impulsivebehaviour #howtousetiktokless #howtoeathealthy #howtomotivateyourself #howtoimprove #thoughtexperiment #serotonin

#mentalhealth #neuroscience #neurodivergent #adhd ♬ original sound – Celeste Aria

The Dorito theory can apply to a lot of different experiences, but it’s particularly well-suited as a metaphor for the serotonin boosts that occur while scrolling through social media feeds. Dr. Jamie Sorenson, a board-certified psychiatrist, told Fast Company that the Dorito theory is consistent with existing ideas regarding addiction. “The more immediate [the reward], the more likely we are to repeat that behavior, whether it’s eating Doritos, using a drug of choice, or scrolling on social media,” Sorenson said.

Aria may not be a licensed medical professional, but she treats junk food the way any nutritionist would. “I’d recommend just trying to remove anything that you think falls into the Dorito category,” she says in her video.

These days, brands love to chime in on TikTok chatter, so it feels like it’s only a matter of time before Doritos responds to Aria’s theory. The Frito-Lay subsidiary is active on TikTok, but at the time of this post, the official Doritos account has not acknowledged Aria’s video.