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The Hook Model: How to Manufacture Habits (and Why Slot Machines are Addictive)

The Hook Model
Retention isn't about satisfied customers. It's about addicted customers. Here is the framework for habit formation.

The 4-Step Loop

Why do some products flop while others become obsessions?

It’s not just “value.” It’s the delivery mechanism.

The Hook Model explains the cycle that turns a conscious choice into an automatic behavior.1

1. The Trigger (The Cue)

Every habit starts with a spark.

  • External Triggers: Emails, push notifications, icons with red badges.2 These are training wheels.
  • Internal Triggers: This is the goal. You want the user’s emotions to trigger the app.
    • Bored? -> Open TikTok.
    • Uncertain? -> Google it.
    • Lonely? -> Check Facebook.
    • Fear of missing out? -> Check Slack.

2. The Action (The Behavior)

Fogg’s Behavior Model states: 3$Behavior = Motivation \times Ability \times Trigger$.4

To get the action, you must make the ability high (i.e., make it incredibly easy).

  • Google: Just type.
  • TikTok: Just swipe.
  • Amazon: One-click buy.5If the user has to think or wait, the habit breaks.

3. The Variable Reward (The Dopamine)

This is where most PMs get it wrong. They give a predictable reward.

  • Predictable: Your car unlocking when you press the button. (Useful, but not addictive).
  • Variable: pulling the handle on a slot machine. (Addictive).

The brain releases dopamine not when it gets the reward, but in anticipation of the reward.6

  • Pinterest: You scroll because you might find a cool recipe.
  • Email: You refresh because you might have good news (or a crisis).
  • Uber: You watch the car because you want to see exactly where it is.

4. The Investment (The Lock-in)

This closes the loop. The user does a bit of work to improve their future experience.

  • “Liking” a song on Spotify trains the algorithm to give better rewards next time.7
  • Uploading a photo to Instagram triggers notifications (External Triggers) that bring you back later.

This connects back to the IKEA Effect: The more you invest, the harder it is to leave.

Conclusion: Use it for Good

The Hook Model is powerful. It is effectively mind control.

As a Product Manager, you have an ethical responsibility.

  • Are you building a habit that helps the user (e.g., Duolingo, Headspace, Fitbit)?
  • Or are you building a habit that exploits them (e.g., Gambling, Doom-scrolling)?Build healthy hooks.