Rohit Gupta

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Hook Model

There are four steps in the hook model

Trigger

Action

Reward

Investment

⁠

Vitamins are nice to have products. Painkillers solve problems.

Step 1: Trigger

External Trigger

Paid trigger: It comes from paid advertisement.

Earned trigger: Press mentioned or viral videos.

Relationship trigger: Shares by friend or family.

Owned trigger: Notification or emails.

Internal Trigger

Trying to get rid or boredom or loneliness

Step 2: Action

According to BJ Fogg, you need three things to change the behaviour: Motivation, Ability and a Trigger: B=MAT

Motivation

Desire for pleasure or avoidance of pain

Desire for hope or avoidance of fear

Desire for social acceptance or avoidance of rejection

One or more of these core motivators provide the motivation to a user to perform an action.

Ability

Six elements of simplicity that have an effect on ease of use a product:

The time it takes

The money it costs

The degree of physical effort involved

The level of mental labour needed

The product’s social acceptability

The degree to which it matches or disrupts current routines

(Lowest of all are desirable to make a task easier to perform)

How to increase Motivation and Ability?

The scarcity effect: Scarce products are perceived more valuable.

The framing effect: Context. Example: Same wine is reported to be tastier if the price is increased.

The anchoring effect: Example: People end up buying more products of a brand that has a discount sticker on it, even if its quality and the effective cost might be no different than other competing products in the vicinity.

The endowed progress effect: The closer users feel they are to the goal the more motivated they become, e.g. the ‘Improve Your Profile Strength’ step on LinkedIn

Step 3: Reward

Variable rewards always bring people back on a product (Read skinner box technique)

There are three types of variable rewards:

Rewards of the tribe: Making us feel more important and accepted in a society.

Reward of the self: Sense of accomplishment e.g. Inbox Zero

Rewards of the hunt: It satisfies our basic survival instincts by helping us acquire things we consider important, like cash and information

Step 4: Investment

The more users invest time and effort into a product or service, the more they value it. In fact, there is ample evidence to suggest that our labour leads to love. “We irrationally value our efforts”.

There are following digital value we can store:

Storing value

Data

Followers e.g. Twitter

Reputation e.g. rating

Skill e.g. skill level Diamond, Crown, Ace etc.

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