A quick book summary of Hooked model by NIR EYAL
Four phases of Hook Model
- Trigger
- Action
- Variable Reward
- Investment
Vitamin versus painkiller
Habit-forming technologies are both. Services at first offer nice-to-have vitamins, but once the habit is established they prove an ongoing pain remedy.
Example
| Phases | Impact |
|---|---|
| Trigger is the behaviour stimulus guiding the users to take a desired action. 1. Internal Trigger such as thoughts or emotion 2. External Trigger such as e-mail, website link, popup, Ads | Facebook and Instagram utilise internal triggers, specifically the feelings of loneliness and boredom, to engage users. |
| Action is a behaviour prompted by a trigger, done in anticipation of receiving a reward. | Internal triggers drive users to check their feeds.. |
| Unpredictable variable rewards, such as likes, comments, and new content, are powerful and keep users coming back. | Users are rewarded upon landing, such as with posts from family and friends, which encourages them to return. |
| Investment happens when a user puts something into the product or service, like time, data, or effort. | The user begins to spend time and share posts on the platform. |
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