|Hooked: How to Build Habit-Forming Products| by Nir Eyal

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<Habits — automatic behaviors triggered by situational cues.>

<Our behaviors were engineered
Before searching their brains, they query google.>

<Products manufacture habits.>

<Commonalities among winners>

<Stanford2012 — the science of influencing hum.behavior>

<1 trigger – extern, internal
2 action
3 variable reward – dopamine
4 investment>

<Everything becomes more potentially habit forming>

<choice architecture>

<Trinity of access, data and speed — to create positive habits.>

<Habits — behaviors done with little or no conscious thought.>

<Habits – a pull of automatic scripts in basal ganglia.>

<Vitamin + painkiller: nice-to-haves >> must-haves
Seeking pleasure / avoiding pain.>

<Products that connect their problems with your solution.>

<How they resolve their problem now.>

<Trigger… Insta: I feel i need to grab it before it’s gone>

<irritator>

<By allowing notifications, i trade a share of my attention to someone else.>

<Internal trigger is linked to personal emotion.>

<Boredom, loneliness, frustration, confusion, indecisiveness are powerful triggers — a slight pain.>

<… a fear that a moment will be lost forever …>

<People do not know what emotions motivate them / they don’t think in such terms: they say ‘i want a coffee’, not ‘i’m feeling the lack of dopamine’.>

<Declared preferences require neocortex, feeling and doing do not.>

<User narrative
Customer development
Usability studies
Empathy maps>

<Try asking why as many times as it takes to get to an emotion (the 5th why): Toyota>

<understanding users pain>

<To initiate action, doing must be easier than thinking.>

<Persuasive techno lab: sufficient motivation – the energy for action /pleasure, hope, social rejection/ The ability to complete action / Trigger / B = M A T>

<Cross an action line>

<Make the product that users already know how to use it and you’ve got a winner.>

<Heuristics cognit.hacks>

<The appearance of scarcity encreases the value / 2cookies>

<Bell in the subway / wine: framing heuristic>

<Anchoring effect>

<What draws us to act is not the sensation itself but anticipation (the need to alleviate the craving for that reward)>

<Becoming aware is a break of familiar studied cause-and-effect link. Novelty sparks our interest, makes us pay attention. And we seem to love it.>

<VarRew: tribe (social appreciation, validation, learning from others Bandura, honour points), hunt (persistant chasing, drivenn by purciut itself self (a feeling of completion and mastery)>

<“But you are free” technique>

<An element of mystery>

<New content and experiences>

<The hardest thing to predict is behavior of other people: that is was keeps the game interesting.>

<Finite and infinite variability>

<Giving users what they want is not enough to create a habit-forming product>

<Investment>

<Commitment / We irrationally value our efforts.>

<Our past is a good predictor of our future.>

<Rationalisation — changing attitudes and believes to adapt psychologically.>

<We believe in what we spend time on.>

<Users do not stay hooked forever.>

<We are all in the persuasion business.>

<Societal antibodies to addictive new things.>

<Manipulation matrix: facilitator, peddler, entertainer, dealer.>

<Build on meaning and you can’t go wrong.>

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