Nir Eyal's Hook Model

Behavior Change Strategies

Nir Eyal's Hook Model describes a four-step loop that creates habit-forming products: Trigger → Action → Variable Reward → Investment.

The model explains how products like Instagram, Slack, and TikTok become habits. Each cycle through the loop strengthens the user's connection to the product.

Key insight: Variable rewards (unpredictable outcomes) are far more engaging than predictable ones — this is what makes social feeds and slot machines compelling.

Quiz

Pass: 3/3 correct

1. What are the four phases of the Hook Model?

2. Which type of variable reward involves social validation like likes and comments?

3. Why is the Investment phase important?

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