Have you ever found yourself completely engrossed in an app or product, unable to tear yourself away from it? Whether it’s scrolling endlessly through your social media feeds or binge-watching your favorite TV show, there are certain products and experiences that just seem to capture our attention and keep us hooked.
Enter Nir Eyal and the “Hooked” model.
Nir Eyal is an author, speaker, and expert on the psychology of habit-forming products. In his book “Hooked: How to Build Habit-Forming Products,” he outlines a four-step model that he believes can help creators build products that keep users coming back for more.
So what is the hooked model, exactly?
The first step is “Trigger.” This refers to the cue that prompts a user to take action and engage with your product. It could be an external trigger, like a notification, or an internal trigger, like boredom or loneliness.
The second step is “Action.” Once the trigger has been activated, the user takes action and engages with the product. This could be as simple as clicking a button or scrolling through a feed.
The third step is “Variable Reward.” This is the part of the model that keeps users coming back for more. By providing a reward that is unpredictable or variable in nature, users are more likely to continue engaging with the product in the hopes of receiving that reward again.
Finally, there’s “Investment.” This refers to the effort a user puts into the product, which in turn increases the likelihood that they will continue to use it in the future.
While some have criticized the hooked model as being manipulative or addictive, Eyal himself argues that the model can be used for good. By understanding the psychology of habit-forming products, creators can build products that truly benefit their users and keep them engaged over the long term. As with every technology it can indeed be used for good, but the evidence proves that it is also being used to hook you and your children.
One of the key aspects of the Hooked model is the use of variable rewards, which are designed to create craving in users. By providing rewards that are unpredictable or variable, users are more likely to continue engaging with the product in the hopes of receiving that reward again. This can create a cycle of craving and reward that keeps users hooked, even when they may not be enjoying the experience as much as they once did.
This is where the concept of suffering in Buddhism comes into play. In Buddhism, suffering (or dukkha) is seen as an inherent part of human existence. It is caused by our attachment to pleasure and our desire for things to be a certain way. The Hooked model, with its focus on creating craving and providing variable rewards, can be seen as a form of attachment to pleasure and desire. By creating products that encourage users to constantly seek out rewards, companies may be profiting off of people’s suffering.
This is particularly concerning when it comes to children and the games they play on their devices. Many games aimed at children are designed to be habit-forming, with variable rewards and other features that keep them engaged for longer periods of time. While these games may seem harmless on the surface, they can have a serious impact on children’s wellbeing. By encouraging them to constantly seek out rewards and become attached to their devices, these games may be contributing to a generation of children who suffer from addiction, anxiety, and other mental health issues.
Of course, it’s important to note that not all habit-forming products are inherently bad. There are many products and experiences that can enrich our lives and bring us joy. However, it’s important for companies to be aware of the potential impact their products can have on users, and to take steps to mitigate any negative effects.
In conclusion, the Hooked model can be a powerful tool for creating habit-forming products, but it also has the potential to create suffering by encouraging attachment to pleasure and desire. As consumers, it’s important to be mindful of the impact these products can have on our wellbeing, and to make informed choices about how we engage with them. And as companies, it’s important to prioritize the wellbeing of our users over our own profits, particularly when it comes to products aimed at children.
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