Human behavior Quote by Nir Eyal
““In the Investment Phase, however, asking users to do a bit of work comes after users have received variable rewards, not before. The timing of asking for user investment is critically important. By asking for the investment after the reward, the company has an opportunity to leverage a central trait of human behavior.””
About This Quote
Source Book: Hooked: How to Build Habit-Forming Products, Nir Eyal, 2014
Reward precedes request for effort, increasing compliance because people feel obliged after receiving something valuable.
In simple terms: Ask for effort after giving a reward to boost compliance.
Key Takeaway
Leverage reciprocity by rewarding before asking.
Themes
psychology
behavioral design
user engagement
Mood
motivational
strategic
Type
advice
insight
When to use this quote
- product design
- marketing campaigns
- customer onboarding
- loyalty programs
Key Concepts
reciprocity
habit formation
variable rewards
Questions to Reflect On
- How can you ensure rewards feel valuable?
- What risks arise if users feel manipulated?
A Different Perspective
If rewards are perceived as insufficient, the effect weakens.
![“1. Trigger A trigger is the actuator of behavior — the spark plug in the engine. Triggers come in two types: external and internal.[viii] Habit-forming products start by alerting users with external triggers like an email, a website link, or the app icon on a phone.” quote by Nir Eyal](https://sms4smile.com/quotes/img-quotes/7c6/nir-eyal-1258_habits_1-trigger-a-trigger-is-the-actuator-of-b_539667.jpg)
![“Instead of asking ‘what problem should I solve?’ ask ‘what problem do I wish someone else would solve for me?’”[cxxxi]” quote by Nir Eyal](https://sms4smile.com/quotes/img-quotes/805/nir-eyal-1258_problem-solving_instead-of-asking-what-problem-should-i_78727.jpg)
