Computers Quote by Nir Eyal
![“Research shows that levels of the neurotransmitter dopamine surge when the brain is expecting a reward.[xi] Introducing variability multiplies the effect, creating a focused state, which suppresses the areas of the brain associated with judgment and reason while activating the parts associated…” quote by Nir Eyal](https://sms4smile.com/quotes/img-quotes/3fa/nir-eyal-1258_computers_research-shows-that-levels-of-the-neurot_323768.jpg)
““Research shows that levels of the neurotransmitter dopamine surge when the brain is expecting a reward.[xi] Introducing variability multiplies the effect, creating a focused state, which suppresses the areas of the brain associated with judgment and reason while activating the parts associated with wanting and desire.[xii] Although classic examples include slot machines and lotteries, variable rewards are prevalent in many other habit-forming products.””
About This Quote
Source Book: Hooked: How to Build Habit-Forming Products, Nir Eyal, 2014
Variable rewards heighten dopamine, sharpening focus but reducing judgment, driving habit formation.
In simple terms: Unpredictable rewards boost focus and desire, lowering rational control.
Key Takeaway
Design experiences with varied incentives.
Themes
motivation
habit formation
psychology
neuroscience
Mood
cautious
analytical
Type
educational
practical
When to use this quote
- product design
- marketing strategies
- personal habit building
Key Concepts
dopamine
variable reward
focus
judgment suppression
Questions to Reflect On
- How can you use variable rewards responsibly?
- What habits might you redesign with this insight?
A Different Perspective
Overreliance on variable rewards can lead to addiction.
![“Slot machines provide a classic example of variable rewards of the hunt. Gamblers plunk $1 billion per day into slot machines in American casinos, which is a testament to the machines’ power to compel players.[lxxxiv] By awarding money in random intervals, games of chance entice players with the…” quote by Nir Eyal](https://sms4smile.com/quotes/img-quotes/624/nir-eyal-1258_computers_slot-machines-provide-a-classic-example_2229910.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)
