The book, Hooked:How to Build Habit-Forming Products written by Nir Eyal and Ryan Hoover, deals with how to habituate people’s behavior in a business perspective. Authors of this book try to explain about each phase of habit-forming process in detail by exemplifying internet services and products. Actually it appears that the messages of the book are all too general as it goes further to the end of the chapter though several points are worth thinking about.
The most interesting part is the introduction of the Fogg Behavior Model, which explains that a behavior is based on motivation, ability, and a trigger. According to this model, those three factors should exist at the same time and in abundance in order to become a behavior.
Extending this model, the authors suggest their Hook Model that has four phases: trigger, action, variable reward, and investment.
First, triggers intrigue people to act.
Second, the action occurs when the desire for something increases by triggers. And each behavior is driven by motivators and ability.
Next, variable rewards lead users to feel compensation from their behaviors and engage to a service or a product more.
Lastly, investment makes users act more repetitively and routinely by changing their attitude and mindset toward a service from bystanders to participants.
After this core part, the book plainly depicts the concepts about the typology of habit-forming designers and Habit Testing. If authors put more data (not just examples) that support their model, the model could be more persuasive and tangible. Anyway, it was a good opportunity to learn the equation of the Fogg Behavior Model of Behavior = MAT, where M is a motivation, A is an ability and T is a trigger.