Variable rewards are one of the most powerful tools companies implement to hook users. However, add some variability to the mix - suppose a different treat magically appears in your fridge every time you open it - and voila, intrigue is created. The unsurprising response of your fridge light turning on when you open the door doesn’t drive you to keep opening it again and again. Feedback loops are all around us, but predictable ones don’t create desire. What distinguishes The Hook Model from the plain vanilla feedback loop is the Hook’s ability to create a craving. Once Barbra completes the simple action of clicking on the photo, she’s dazzled by what she sees next.” The simple act of clicking on the interesting picture in her news feed takes Barbra to a Web site called Pinterest, a “social bookmarking site with a virtual pinboard.”. Following the trigger comes the action: the behaviour is done in anticipation of a reward. Over time, Barbra associates Facebook with her need for social connection.” When users start to automatically cue their next behaviour, the next habit becomes part of their everyday routine. By cycling through successive hooks, users begin to form associations with internal triggers, which attach to existing behaviours and emotions. It’s a lovely picture and because she is planning a trip there with her brother Johnny, the external trigger’s call to action (in marketing and advertising lingo) intrigues her and she clicks. Habit-forming products start by alerting users with external triggers.įor example, suppose Barbra, a young woman in Pennsylvania, happens to see a photograph in her Facebook newsfeed taken by a family member from a rural part of the state. Triggers come in two types: external and internal. “A Trigger is the actuator of behaviour - the spark plug in the engine. And I’m reading from Nir Eyal’s book, Hooked. But I did think this was particularly important. There are four phases to The Hook Model, and I’m going to read an extract from the book because we didn’t go into it in a lot of detail in the podcast. Nir shares some great insights there with us about what that is and what he calls The Hook Model. Now in hope for anybody who is developing online programmes or any programme for that matter and wanting it to become more engaging. My guest this week is Nir Eyal and Nir has written two books, coincidentally referred to be called Hooked and Indistractable.
In this week’s episode, we explore how we get hooked on things that we are constantly exposed to, particularly online, but how we get hooked and also how to become indistractable.
HEALTHY BITE | The Hook Model and Becoming Indistractable
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