Hooked

A company can begin to determine its product’s habit-forming potential by plotting two factors: frequency (how often the behavior occurs) and perceived utility (how useful and rewarding the behavior is in the user’s mind over alternative solutions).

Nir Eyal and Ryan Hoover in Hooked

A classic paper by John Gourville, a professor of marketing at Harvard Business School, stipulates that, “Many innovations fail because consumers irrationally overvalue the old while companies irrationally overvalue the new.”

Nir Eyal and Ryan Hoover in Hooked

Viral Cycle Time is the amount of time it takes a user to invite another user, and it can have a massive impact.

Nir Eyal and Ryan Hoover in Hooked

Companies leverage two basic pulleys of human behavior to increase the likelihood of an action occurring: the ease of performing an action and the psychological motivation to do it.

Nir Eyal and Ryan Hoover in Hooked