Hooked: How Habit-Forming Products Capture Our Attention
Nir Eyal's Hooked dives into the psychology behind the apps we can't seem to put down—from Facebook to Instagram and even Google. The book unpacks a simple yet powerful cycle that transforms ordinary products into habit-forming experiences.
At the core of every addictive app is a four-step loop:
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Trigger: Everything begins with a prompt—a nudge that makes you think, "I should check this." Whether it's a notification or the subtle lure of FOMO (fear of missing out), triggers are the spark that kickstart our engagement.
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Action: Responding to that trigger, users take an action within the app. This might be scrolling through a feed or tapping on a new message. The action is typically simple enough to execute without much thought.
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Variable Reward: Unlike predictable rewards, variable rewards keep us guessing. Each action leads to a slightly different outcome, making the experience both exciting and unpredictable. This uncertainty taps into our brain’s reward system, compelling us to return again and again.
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Investment: Finally, users invest something—be it time, data, or effort. This investment not only enhances the product’s value but also sets the stage for future triggers. The more you invest, the deeper your engagement becomes.
Eyal illustrates that by thoughtfully designing products around this cycle, creators can cultivate lasting habits that keep users coming back. In essence, Hooked is both a blueprint for building engaging technology and a cautionary tale of how easily our attention can be captured. Whether you're a product designer or a curious user, this book offers fascinating insights into the mechanics behind our digital addictions.