5. 1. Trigger
External triggers: email or website link
As soon as users no longer need an
external alert, a habit – powered internally
– has been formed.
8. Variable rewards
Rewards of the tribe
Rewards of the hunt
Rewards of the self
9. B.F. Skinner
“positive reinforcement
results in lasting
behavioral
modification”
“punishment changes behavior only
temporarily and has many
detrimental side-effects”
10.
11. So why do people gamble?
“...dopamine levels in our brains vary the
most in situations where we are unsure if
we are going to be rewarded, such as
when we are gambling or playing the
lottery.”
13. Conclusion
“You are not designing a
screen, you are designing
social events”
14. References
Want to hook your users? Drive them crazy (An intro to variable rewards)
http://www.nirandfar.com/2012/03/want-to-hook-your-users-drive-them-crazy.html
It's a gamble: dopamine levels tied to uncertainty of rewards
http://news.vanderbilt.edu/2004/05/its-a-gamble-dopamine-levels-tied-to-uncertainty-of-rewards-59664/
Why are variable rewards addictive?
http://www.quora.com/Why-are-variable-rewards-addictive
Book review: “Hooked - How To Build Habit Forming Products”
http://marcabraham.wordpress.com/2014/06/21/book-review-hooked-how-to-build-habit-forming-products/