Hooked

Hooked

How to Build Habit-forming Products

Book - 2014
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Nir Eyal explains a four-step process called the "Hook Model" which has made many products successful by subtly encouraging customer behaviour.
Publisher: New York :, Portfolio/Penguin,, 2014
Description: 242 pages : illustrations ; 22 cm
ISBN: 9780670069323
Branch Call Number: 658.575 Eya
Additional Contributors: Hoover, Ryan.

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carolwu96
Jun 15, 2019

After becoming interested in #marketing last year, I’ve been reading books such as Brandwashed and Hooked. In essence, Hooked talks about a 4-step strategy for product managers to attract + maintain clients for their products. 1. Trigger (getting the target customers to want to use the products) 2. Action (getting them to actually use/try the products) 3. Variable reward (feedback to the users appealing to human needs/wants) 4. Investment (making them spend + want to come back to the product)
This book included some methodologies that were helpful to beginners + product managers, and is a classic within the field. It is also easy to make connections between the model and existing products such as Pokémon Go, Apple, and Google. A recommended read for those who are interested in Marketing!
For more, follow me on Instagram @ RandomStuffIRead

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vaibhavr87
Feb 22, 2018

Great read. We implicitly know about habit forming products like Facebook and Netflix. The science and explanation behind it was a mystery to me. This book is a good introduction to how we form habits and how products can exploit it. This book has quite a few AHA moments like when the author describes why Amazon displays external ads. The book deals with a simple framework and tries to model habit-forming products through that. It would be useful to anyone working to build their own products and services and those which require repeat interaction.

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lisatofts
Apr 27, 2015

The author’s goal is to provide “a deeper understanding of how certain products change what we do and, by extension, who we are.” Eyal explains why and how consumers get hooked on certain products and not on others. He then explains the steps and processes on how a business can create these hook-able products.
The ‘Remember & Share’ sections at the end of each chapter are perfect for quick reference. Eyal includes ‘Do This Now’ sections listing specific questions, exercises and definitions. The diagrams, charts, and images are all very helpful in illustrating the concepts listed in this book.
With his extensive gaming background, Eyal puts The Hook Model into perspective with games and app examples. This makes the text easy to follow for non-business school graduates.
The most interesting and thought-provoking feature of this book is the way Eyal explains (several times) the positive uses for The Hook Model. He notes that trying to get people hooked on you product when it does not improve the user’s life is wrong and deceitful. Manipulating others is not supported. This is a very ethical and responsible way to approach this subject.
This is a perfect book to get into the minds of consumer psychology.
-- Tofts Reviews

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lisatofts
Apr 27, 2015

lisatofts thinks this title is suitable for between the ages of 25 and 99

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