: The simplest behavior a user does in anticipation of a reward, such as clicking a link or scrolling through a feed. For an action to occur, the user must have both the motivation Variable Reward
The Hook Model is a four-phase process embedded into the user experience of a product. It guides users through consecutive cycles, eventually creating a "habit" where the user engages without reliance on external advertising or messaging. The 4 Phases of the Hook Model: hooked how to build habitforming products free pdf fix
NirAndFar.com offers extensive free worksheets, article summaries, and assessment tools directly from the author. : The simplest behavior a user does in
Nir Eyal’s book introduces the , a four-step framework designed to guide user behavior and create unprompted user engagement. The ultimate goal of a habit-forming product is to connect a user’s problem (an internal trigger) to your solution (the product) frequently enough to form a subconscious routine. The 4 Phases of the Hook Model: NirAndFar
: This is what creates a craving. Unpredictable rewards—like the "slot machine" feel of scrolling through TikTok or Instagram—activate the brain's desire regions more than predictable ones. Investment
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After each reward, ask: What can the user do now that will make their next trigger more likely? Examples: Add a profile photo, set a preference, invite a friend, create a playlist. These aren’t rewarding now – but they build habit durability.