# Hooked - Nir Eyal Synced: [[2023_11_30]] 6:03 AM Last Highlighted: [[2019_02_15]]  ## Highlights [[2019_01_17]] (Location 859) > While the cookies and jars were identical, participants valued the ones in the near-empty jar more highly. The appearance of scarcity affected their perception of value. [[2019_01_17]] (Location 871) > look no further than Amazon.com. My recent search for a DVD revealed there were “only 14 left in stock” (figure 18), while a search for a book I’ve had my eye on says only three copies remain. Is the world’s largest online retailer almost sold out of nearly everything I want to buy or are they using the scarcity heuristic to influence my buying behavior? [[2019_01_17]] (Location 880) > The mind takes shortcuts informed by our surroundings to make quick and sometimes erroneous judgments. When Bell performed his concert in the subway station, few stopped to listen. But when framed in the context of a concert hall, he can charge beaucoup bucks. [[2019_01_17]] (Location 904) > Both groups still had to purchase 8 car washes to receive a free wash; however, the second group of customers — those that were given two free punches — had a staggering 82 percent higher completion rate. The study demonstrates the endowed progress effect, a phenomenon that increases motivation as people believe they are nearing a goal. [[2019_01_17]] (Location 907) > Sites such as LinkedIn and Facebook utilize this heuristic to encourage people to divulge more information about themselves when completing their online profiles. On LinkedIn, every user starts with some semblance of progress (figure 19). The next step is to “Improve Your Profile Strength” by supplying additional information. As [[2019_01_17]] (Location 929) > As described by the Dr. BJ Fogg’s Behavior Model: - For any behavior to occur, a trigger must be present at the same time as the user has sufficient ability and motivation to take action. - To increase the desired behavior, ensure a clear trigger is present, then increase ability by making the action easier to do, and finally align with the right motivator. [[2019_01_17]] (Location 933) > Every behavior is driven by one of three Core Motivators: seeking pleasure or avoiding pain, seeking hope and avoiding fear, seeking social acceptance while avoiding social rejection. - Ability is influenced by the six factors of time, money, physical effort, brain cycles, social deviance, and non-routineness. Ability is dependent on users and their context at that moment. [[2019_01_17]] (Location 936) > Heuristics are cognitive shortcuts we take to make quick decisions. Product designers can utilize many of the hundreds of heuristics to increase the likelihood of their desired action. [[2019_01_22]] (Location 1330) > Variable Reward is the third phase of the Hook Model, and there are three types of variable rewards: tribe, hunt and self. [[2019_01_22]] (Location 1331) > Rewards of the tribe is the search for social rewards fueled by connectedness with other people. [[2019_01_22]] (Location 1332) > Rewards of the hunt is the search for material resources and information. [[2019_01_22]] (Location 1333) > Rewards of the self is the search for intrinsic rewards of mastery, competence, and completion. [[2019_01_22]] (Location 1334) > When our autonomy is threatened, we feel constrained by our lack of choices and often rebel against doing a new behavior. Psychologists call this “reactance.” Maintaining a sense of user autonomy is a requirement for repeat engagement. [[2019_01_22]] (Location 1336) > Experiences with finite variability become increasingly predictable with use and lose their appeal over time. Experiences that maintain user interest by sustaining variability with use exhibit infinite variability. [[2019_02_03]] (Location 1378) > The results showed that those who made their own origami animals valued their creation five times higher than the second group’s valuation, and nearly as high as the expert-made origami values (figure 29). In other words, those who invested labor associated greater value with their paper creations simply because they had worked on them. Ariely calls this the “IKEA effect.” [[2019_02_03]] (Location 1406) > process relieves the pain of what [[2019_02_03]] (Location 1408) > Consider your reaction the first time you sipped a beer or tried spicy food. Was it tasty? Unlikely. Our bodies are designed to reject alcohol and capsaicin, the compound that creates the sensation of heat in spicy food. Our innate reaction to these acquired tastes is to reject them, and yet, we learn to like them through repeated exposure. We see others enjoying them, try a little more, and over time condition ourselves. To avoid the cognitive dissonance of not liking something in which others seem to take so much pleasure, we slowly change our perception of the thing we once did not enjoy. [[2019_02_05]] (Location 1530) > If users are not doing what the designer intended in the Investment Phase, the designer may be asking them to do too much. I recommend that you progressively stage the investment you want from users into small chunks of work, starting with small, easy tasks and building up to harder tasks during successive cycles through the Hook Model. [[2019_02_06]] (Location 1601) > Investments in a product create preference because of our tendency to overvalue our work, be consistent with past behaviors, and avoid cognitive dissonance. [[2019_02_06]] (Location 1603) > Investments increase the likelihood of users returning by improving the service the more it is used. They enable the accrual of stored value in the form of content, data, followers, reputation or skill. [[2019_02_06]] (Location 1605) > Investments increase the likelihood of users passing through the Hook again by loading the next trigger to start the cycle all over again. [[2019_02_15]] (Location 1785) > The most highly regarded entrepreneurs are driven by meaning, a vision for greater good that drives them forward. Startups are grueling and only the most fortunate persevere before finding success. If you only build for fame or fortune, you will likely find neither. But build for meaning and you can’t go wrong.