Why have so many people become fans of Wordle? Social psychologist Matt Baldwin has some answers. Wordle, the free, once-a-day word game, has gained millions of fans since its public launch in October. Unlike most players, though, Baldwin understands why our brains crave it. Baldwin, a professor at University of Florida, points to several psychological concepts that may explain our infatuation with the simple but sharable game. 1. It Delivers an “Aha” Moment (Even if You Lose) The moment at the end of the puzzle when the answer is revealed delivers what psychologists call a sudden influx of fluency—something we’re hard-wired to pursue, Baldwin said. “Even when you don’t get it, and the answer is revealed, finding that solution feels good,” he said. “That feeling of fluency is something that we seek out not only in games, but also when we’re trying to solve a problem in our work or …