Hooked by Nir Eyal

Guidebook on how to build *habit-forming products* (cf. addictive products). 2014.

## Chapters

- introduction 1. The Habit Zone 2. Trigger 3. Action 4. Variable Reward 5. Investment 6. What are you going to do with this? 7. Case Study: The Bible App 8. Habit Testing and Where to Look for Habit-Forming Opportunities

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p24: "Switching to a new e-mail service, social network, or photo-sharing app becomes more difficult the more people use them. The nontransferable value created and stored inside these services discourages users from leaving."

User data must be transferable to comply with GDPR. You can export it and take it somewhere else. Simple (potentially) to do for data like text, images. Maybe harder for social connections?

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"A habit is when not doing an action causes a bit of pain."

Reduce thinking required -> increase probability of the behaviour occurring unconsciously. So, simple interfaces are potentially more habit-forming.

Associating Internet Usage with Depressive Behavior Among College Students . This study was referenced. Hypothesis: depressives experience negative emotions more frequently and seek relief through technology.

Implication (mine): increasing general misery stimulates the (tech) economy.

General note: this is not an especially information-dense book. So it's a quick read for 209 pages, or seems like that so far.

Fogg's 3 core motivators: pleasure/pain, hope/fear, and social acceptance/rejection.

3 Variable reward types:

1. Tribe - social rewards. Feeling of acceptance, inclusion. "Tribal validation". 2. Hunt 3. Self

There's some discussion of the ethics of manipulation.