In the 19th and 20th century we have learned more about the human being and how it operates than we have almost any other species.
Scientist would use rats, and mice in experiments by setting up a specific environment and/or altering their chemical or physiological state, making predictions and analyzing the results.
In the later parts or the 19th century, and certainly in the 20th century it has become a little taboo to use animals in experimentations.
Now, humans are used instead.
By applying techniques learned from B.F. Skinners studies in behaviourism, and general advancements in social/group and personal psychology human beings can be manipulated to love, hate, eat, lust, kill through simple stimulus. By altering their psychological and physiological states, and by altering their environments.
One of the latest interesting real time psychological experiments is Pokemon Go. In addition to relinquishing digital privacy, and handing over control of google accounts, you are now enabling your environment to be mapped with audio visuals. This is only one of the things you offer.
In exchange, it has been scientifically determined how long and in what series of "rewards" you will receive. These scientifically calculated rewards trigger the release of dopamine and serotonin, providing a sense of pleasure.
Much like the rat in the cage.
Hmm