Hooked_HowtoBuildHabit-FormingProducts - (EPUB全文下载)

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PORTFOLIO / PENGUIN
Published by the Penguin Group
Penguin Group (USA) LLC
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New York, New York 10014
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penguin.com
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Published by Portfolio / Penguin, a member of Penguin Group (USA) LLC, 2014
Copyright © 2014 by Nir Eyal
Penguin supports copyright. Copyright fuels creativity, encourages diverse voices, promotes free speech, and creates a vibrant culture. Thank you for buying an authorized edition of this book and for complying with copyright laws by not reproducing, scanning, or distributing any part of it in any form without permission. You are supporting writers and allowing Penguin to continue to publish books for every reader.
Hooked
was previously published by the author.
LIBRARY OF CONGRESS CATALOGING-
IN-PUBLICATION DATA
Eyal, Nir.
Hooked : how to build habit-forming products / Nir Eyal with Ryan Hoover.
pages cm
Includes bibliographical references.
eBook ISBN 978-0-698-19066-5
1. New products. 2. Consumer behavior. 3. Consumers’ preferences. I. Title.
HF5415.153.E93 2014
658.5'75—dc23
2014022222
Version_1
contents
Title Page
Copyright
Dedication
Introduction
1: The Habit Zone
2: Trigger
3: Action
4: Variable Reward
5: Investment
6: What Are You Going to Do with This?
7: Case Study: The Bible App
8: Habit Testing and Where to Look for Habit-Forming Opportunities
Acknowledgments
Appendix
Notes
For Julie
introduction
Seventy-nine percent of
smartphone owners check their device within fifteen minutes of waking up every morning.
1

Perhaps more startling, fully one-third of Americans say they would rather give up sex than lose their cell phones.
2
A 2011 university study suggested people check their phones thirty-four times per day.
3

However, industry insiders believe that number is closer to an astounding 150 daily sessions.
4
Face it: We’re hooked.
The technologies we use have turned into compulsions, if not full-fledged addictions. It’s the impulse to check a message notification. It’s the pull to visit YouTube, Facebook, or Twitter for just a few minutes, only to find yourself still tapping and scrolling an hour later. It’s the urge you likely feel throughout your day but hardly notice.
Cognitive psychologists define habits
as “automatic behaviors triggered by situational cues”: things we do with little or no conscious thought.
5

The products and services we use habitually alter our everyday behavior, just ............

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