Tuesday, February 18, 2014

Hooked: How To Make Habit-Forming Products

The Hook consists of four parts that must be combined in sequence to convert an externally motivated engagement with a product into one that is internally motivated and habitual. “Through consecutive hook cycles,” [Nir] Eyal writes, “successful products reach their ultimate goal of unprompted user engagement, bringing users back repeatedly without costly advertising or aggressive messaging.” Eyal stands on the shoulders of giants in putting together what is essentially an open source framework for user psychology. This framework draws upon the work of contemporaries like BJ Fogg, Dan Ariely, Charles Duhigg and Daniel Kahneman but also the inventor of behaviorism in psychology, B.F. Skinner. Eyal got an MBA at Stanford and now teaches there, and his debt to Stanford behavior design researcher and educator BJ Fogg in particular is evident. more

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