{"id":16050,"date":"2020-10-04T14:50:00","date_gmt":"2020-10-04T18:50:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=16050"},"modified":"2020-10-13T17:29:45","modified_gmt":"2020-10-13T21:29:45","slug":"the-hooked-model","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/the-hooked-model\/","title":{"rendered":"The Hooked Model: 4 Steps to Form Habits"},"content":{"rendered":"\n<p>What is the <em>Hooked<\/em> model? How does the <em>Hooked<\/em> model explain <a href=\"https:\/\/www.shortform.com\/blog\/consumer-habits\/\">consumer habits<\/a>?<\/p>\n\n\n\n<p>The <em>Hooked<\/em> model is a model of <a href=\"https:\/\/www.shortform.com\/blog\/habit-formation\/\">habit formation<\/a> that is a 4-step loop. The four steps are trigger, action, reward, and investment.<\/p>\n\n\n\n<p>Read more about the <em>Hooked<\/em> model.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\">What Is the <em>Hooked<\/em> Model?<\/h2>\n\n\n\n<p>Modern technology has us addicted to its use. Cognitive psychologists define habits as <strong>\u201cautomatic behaviors triggered by situational cues,\u201d<\/strong> and app\/tech product usage clearly qualifies in many cases.&nbsp;<\/p>\n\n\n\n<p>Companies that are better at building usage habits are at a clear economic advantage. <strong>When hooked, users return to a product without expensive marketing<\/strong> &#8211; they return on their own volition, spurred by internal triggers rather than external prompting. People who feel lonely automatically open Facebook. Employees who want <a href=\"https:\/\/www.shortform.com\/blog\/to-procrastinate\/\">to procrastinate<\/a> automatically open their email. Better access, data, and speed are making things more addictive.<\/p>\n\n\n\n<p>The <em>Hooked<\/em> model of habit formation consists of 4 steps that form a sequence in a loop:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/FrBO-sbhkDf1FTnSKkq2cSUmFLm_2ZbBfR04zFkepCO_C0snD6To3cP0LDOXqxz1gH-iktk_49UJtBqnDu9JRIkqtxiZ1PgohCZANObMSQO-piFU28niIxY5o_J-WNFYj-6SkVTS\" alt=\"\"\/><\/figure>\n\n\n\n<ol class=\"wp-block-list\"><li>A <strong>trigger <\/strong>prompts the behavior.&nbsp;<ul><li>Triggers can be external or internal. <a href=\"https:\/\/www.shortform.com\/blog\/external-trigger-vs-internal-trigger\/\">External triggers<\/a> come from outside a person\u2019s thinking (e.g. phone notifications or seeing an advertisement). Internal triggers are internal drives (e.g. relieving boredom or loneliness).<\/li><li>For products, behaviors often begin with external triggers. Then, as the habit forms, the behavior becomes associated with internal triggers.<\/li><\/ul><\/li><li>The trigger prompts an <strong>action<\/strong>, which is a behavior done in anticipation of a reward.<ul><li>An action is more likely when there is motivation to do it, and when it is easier to do.<\/li><\/ul><\/li><li>The action delivers a <strong>variable reward<\/strong>.<ul><li>Predictable rewards don\u2019t cause cravings. You don\u2019t crave turning on your faucet since you know what happens every time.<\/li><li>In contrast, <a href=\"https:\/\/www.shortform.com\/blog\/variable-rewards\/\">variable rewards<\/a> prompt more intense dopamine hits and push the user to desire the next hit.<\/li><\/ul><\/li><li>In completing the action, the user <strong>invests <\/strong>in the product, improving her future experience and increasing the likelihood of completing another loop in the future.<ul><li>Investments include inviting friends, storing data, building a reputation, and learning to use features.<\/li><\/ul><\/li><\/ol>\n\n\n\n<p>One step of the loop essentially forms one user session. The user returns when prompted by a trigger (external or internal). Over time, the user associates her problem with the solution, and whenever the problem appears, she will automatically seek the solution out of habit.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Trigger<\/h4>\n\n\n\n<p>The Hooked model that starts a habit always begins with a trigger. Habits form like pearls in oysters. It starts as a tiny irritant, like a piece of sand, triggering continuous layering of coats to produce a pearl (a fully-formed habit).<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Action<\/h4>\n\n\n\n<p><strong>To initiate action in a habit, doing must be easier than thinking<\/strong>. An action has three requirements:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Sufficient motivation<\/li><li>Sufficient ability<\/li><li>A trigger to activate the behavior<\/li><\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Reward<\/h4>\n\n\n\n<p><strong>To build a habit, your product must <em>actually solve the user\u2019s problem <\/em>so that the user depends on your product as a reliable solution. <\/strong>The benefit the user receives is the reward.<\/p>\n\n\n\n<p><strong>When a habit is established, the user comes to <em>crave<\/em> the solution before actually receiving the reward.<\/strong> In the brain, the nucleus accumbens is responsible for dopamine signaling to reward behavior and set habits. Brain imaging studies have found that signaling was activating <em>not <\/em>when actually <em>receiving <\/em>the reward, but rather in <em>anticipation <\/em>of it.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Investment<\/h4>\n\n\n\n<p>Investment is the last step of the <em>Hooked<\/em> model: allowing the user to invest in the product to improve future experiences. <strong>The more effort we put into something, the more we value it, and the more likely we are to return.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is the Hooked model? How does the Hooked model explain consumer habits? The Hooked model is a model of habit formation that is a 4-step loop. The four steps are trigger, action, reward, and investment. Read more about the Hooked model.<\/p>\n","protected":false},"author":6,"featured_media":10304,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,104,9],"tags":[136],"class_list":["post-16050","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-marketing","category-psychology","tag-hooked","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Hooked Model: 4 Steps to Form Habits - Shortform Books<\/title>\n<meta name=\"description\" content=\"The Hooked model is a 4-step loop that explains products that are habit-forming. 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