“An external trigger communicates the next action the user should take. Often, the desired action is made explicitly clear.” — Nir Eyal Copy Share Image
For an infrequent action to become a habit, the user must perceive a high degree of utility, either from gaining pleasure or… — Nir Eyal Action Copy Share Image
User habits are a competitive advantage. Products that change customer routines are less susceptible to attacks from other companies. — Nir Eyal Advantage Copy Share Image
“what draws us to act is not the sensation we receive from the reward itself, but the need to alleviate the craving… — Nir Eyal Copy Share Image
“Pinterest, a company that has grown to reach over 50 million monthly users worldwide, also employs a feed, but with a visual twist.” — Nir Eyal Business Copy Share Image
Users who continually find value in a product are more likely to tell their friends about it. — Nir Eyal Copy Share Image
“79 percent of smartphone owners check their device within 15 minutes of waking up every morning.” — Nir Eyal Copy Share Image
“According to a study by a mobile analytics firm, 26 percent of mobile apps in 2010 were downloaded and used only once.” — Nir Eyal Education Copy Share Image
“In 2009, the Twitter homepage attempted to boost motivation. But by 2012, Twitter had discovered that no matter how much users knew… — Nir Eyal Motivation Copy Share Image
“To use the Manipulation Matrix (figure 36), the maker needs to ask two questions. First, “Would I use the product myself?” and… — Nir Eyal Manipulation Copy Share Image
“variable rewards are a powerful inducement to repeat actions. Understanding what moves users to return to habit-forming products gives designers an opportunity… — Nir Eyal Habits Copy Share Image
“Skill Investing time and effort into learning to use a product is a form of investment and stored value. Once a user… — Nir Eyal Investing Copy Share Image
“Data Information generated, collected or created by users — such as songs, photos, or news clippings — are examples of stored value… — Nir Eyal Happiness Copy Share Image
“Users take their technologies with them to bed.[cxiv] When they wake up, they check for notifications, tweets, and updates, sometimes even before… — Nir Eyal Copy Share Image
“By simplifying the investment of sorting through potential mates, Tinder makes loading the next trigger more likely with each swipe. The more… — Nir Eyal Copy Share Image
“behaviors are LIFO — “last in, first out.” In other words, the habits you’ve most recently acquired are also the ones most… — Nir Eyal Copy Share Image
“79 percent of smartphone owners check their device within 15 minutes of waking up every morning.[i] Perhaps more startling, fully one-third of… — Nir Eyal Cell phone Copy Share Image
“According to famed Silicon Valley investor Paul Graham, we haven’t had time to develop societal “antibodies to addictive new things.”[cxvii] Graham places… — Nir Eyal Addiction Copy Share Image
“Gourville claims that for new entrants to stand a chance, they can’t just be better, they must be nine times better. Why… — Nir Eyal Behavior change Copy Share Image
“Paid Triggers Advertising, search engine marketing, and other paid channels are commonly used to get users’ attention and prompt them to act.… — Nir Eyal Copy Share Image
“when something breaks the cause-and-effect pattern we've come to expect — when we encounter something outside the norm — we suddenly become… — Nir Eyal Copy Share Image
“users must come to depend on the product as a reliable solution to their problem — the salve for the itch they… — Nir Eyal Copy Share Image
“Pinterest users never know what they will find on the site. To keep them searching and scrolling, the company employs an unusual… — Nir Eyal Business Copy Share Image
“A company can begin to determine its product’s habit-forming potential by plotting two factors: frequency (how often the behavior occurs) and perceived… — Nir Eyal Business Copy Share Image
“Remember and Share - To help designers of habit-forming technology assess the morality behind how they manipulate users, it is helpful to… — Nir Eyal Copy Share Image
“identify what the user is missing. What is making it difficult for the user to accomplish the desired action? Is the user… — Nir Eyal Habits Copy Share Image
“According to the Fogg Behavior Model, ability is the capacity to do a particular behavior. *** Fogg describes six “elements of… — Nir Eyal Ability Copy Share Image
“Email, for example, utilizes all three variable reward types. What subconsciously compels us to check our email? First, there is uncertainty surrounding… — Nir Eyal Material possessions Copy Share Image
“Remember and Share - The Investment Phase is the fourth step in the Hook Model. - Unlike the Action Phase, which delivers… — Nir Eyal Cognitive dissonance Copy Share Image
“League of Legends has become well known for at least two things: proving the power of the free-to-play model in the West… — Nir Eyal Copy Share Image
“A 2010 study found that some habits can be formed in a matter of weeks while others can take more than five… — Nir Eyal Education Copy Share Image
“As we step into the character’s shoes we experience his or her motivations — including the search for rewards of the tribe,… — Nir Eyal Character Copy Share Image
“The most important factor to increasing growth is ... Viral Cycle Time.”[xxv] Viral Cycle Time is the amount of time it takes… — Nir Eyal Growth Copy Share Image
“I owe a particular debt of gratitude to the following people. This book truly would not have been possible without them. Michelle… — Nir Eyal Book Copy Share Image
“Without variability, we figure out what will happen next and become less excited by the experience. The same rules that apply to… — Nir Eyal Animal Copy Share Image
Fogg states that all humans are motivated to seek pleasure and avoid pain; to seek hope and avoid fear; and finally, to… — Nir Eyal Acceptance Copy Share Image
“What would your user want to achieve by using your solution? Where and when will they use it? What emotions influence their… — Nir Eyal Copy Share Image
“Perhaps part of the appeal of sneaking in a few minutes on Facebook or checking scores on ESPN.com is our access to… — Nir Eyal Autonomy Copy Share Image
“Fogg posits that there are three ingredients required to initiate any and all behaviors: (1) the user must have sufficient motivation; (2)… — Nir Eyal Copy Share Image
“Critics first discounted Twitter’s 140-character message limitation as gimmicky and restrictive. But little did they realize the constraint actually increased users’ ability… — Nir Eyal Copy Share Image
![“Users take their technologies with them to bed.[cxiv] When they wake up, they check for notifications, tweets, and updates, sometimes even before saying “Good morning” to their loved ones.” quote by Nir Eyal](https://sms4smile.com/q/img-quotes/297/nir-eyal-1258_good-morning_users-take-their-technologies-with-them_1907956.jpg)
![“79 percent of smartphone owners check their device within 15 minutes of waking up every morning.[i] Perhaps more startling, fully one-third of Americans say they would rather give up sex than lose their cell phones.[ii] A 2011 university study suggested people check their phones 34 times per day.” quote by Nir Eyal](https://sms4smile.com/q/img-quotes/c19/nir-eyal-1258_cell-phone_79-percent-of-smartphone-owners-check-th_2632321.jpg)
![“According to famed Silicon Valley investor Paul Graham, we haven’t had time to develop societal “antibodies to addictive new things.”[cxvii] Graham places responsibility on the user: “Unless we want to be canaries in the coal mine of each new addiction — the people whose sad example becomes a…” quote by Nir Eyal](https://sms4smile.com/q/img-quotes/5d2/nir-eyal-1258_addiction_according-to-famed-silicon-valley-invest_2166805.jpg)
![“when something breaks the cause-and-effect pattern we've come to expect — when we encounter something outside the norm — we suddenly become aware of it again.[lxxii] Novelty sparks our interest, makes us pay attention, and — like a baby encountering a friendly dog for the first time — we seem to…” quote by Nir Eyal](https://sms4smile.com/q/img-quotes/07e/nir-eyal-1258_first-time_when-something-breaks-the-cause-and-effe_454730.jpg)
![“According to the Fogg Behavior Model, ability is the capacity to do a particular behavior. *** Fogg describes six “elements of simplicity” — the factors that influence a task’s difficulty.[lxi] These are: - Time - How long it takes to complete an action. - Money - The fiscal cost of taking an…” quote by Nir Eyal](https://sms4smile.com/q/img-quotes/862/nir-eyal-1258_habits_according-to-the-fogg-behavior-model-abi_525627.jpg)
![“League of Legends has become well known for at least two things: proving the power of the free-to-play model in the West and a vicious player community.”[lxxix] To combat the trolls, the game creators designed a reward system leveraging Bandura’s social learning theory, which they called Honor…” quote by Nir Eyal](https://sms4smile.com/q/img-quotes/771/nir-eyal-1258_well-known_league-of-legends-has-become-well-known_1266246.jpg)
![“A 2010 study found that some habits can be formed in a matter of weeks while others can take more than five months.[xxxix] The researchers also found that the complexity of the behavior and how important the habit was to the person greatly affected how quickly the routine was formed.” quote by Nir Eyal](https://sms4smile.com/q/img-quotes/f91/nir-eyal-1258_education_a-2010-study-found-that-some-habits-can_1944731.jpg)
![“The most important factor to increasing growth is ... Viral Cycle Time.”[xxv] Viral Cycle Time is the amount of time it takes a user to invite another user, and it can have a massive impact. “For example, after 20 days with a cycle time of two days, you will have 20,470 users,” quote by Nir Eyal](https://sms4smile.com/q/img-quotes/2c3/nir-eyal-1258_time_the-most-important-factor-to-increasing_1416967.jpg)
