HOOKED by Nir Eyal

"ゲーム開発、アプリ開発に関係している方には必読だろうが、全てのビジネスに共通している部分もある" "This book lays down a model building engagement by having users constantly return to your app." "What I like about "Hooked" is that author Nir Eyal presents a multi-faceted picture and thinking." "多分誰もが何となく思っている事を、ちゃんと体系的に文章にするとこうなるという感じ."  이 책의 번역수준에 따라서 반응도 다르고 내용의 이해에 있어서도 다양한 반응을 보이는 책인거 같다. 쉽게 말해서 고객이 습관적으로 이용할 수 있는 제품, 서비스를 만드는 방법에 대한 이야기이다. 책의 구성은 초반에 전반적인 설명을 해주고 The Habit Zone, Trigger, Action, Variable Reward, Investment 등으로 나누어서 자세하게 설명해준다. 특히 각장마다 정리할 수 있는 기회를 마지막 부분에 달고 있다. 반복적인 설명때문에 저자의 의도를 이해하는데 문제는 없다. 현실에서 우리가 접하는 대상들이 예로 등장하고 적절한 심리학적, 의학적, 사회학적, 인류학적인 설명은 글을 이해하는데 도움이 많이 된다. 이 글을 읽고 실천하는가의 문제는 각자의 몫이지만 실천의 문제를 떠나서 좋은 정보를 제공하고 있는건 사실이다. 적절한 수준의 문장구조와 알맞은 표현들의 사용은 영어공부에 도움이 되지 않을까 싶다.

 

- Cognitive psychologists define habits as "automatic behaviors triggered by situational cues": things we do with little or no conscious thought.

- Companies increasingly find that their economic value is a function of the strength of the habits they create.

- By cyling through successive hooks, users begin to form associations with internal triggers, which attach to existing behaviors and emotions.

- Feedback loops are all around us, but predictable ones don't create desire.

- Variable rewards are one of the most powerful tools companies implement to hook users...

- The investment occurs when the user puts something into the product of service such as time, data, effort, social capital, or money.

- Buffett and his partner, Charlie Munger, realized that as customers from routines around a product, they come to depend upon it and become less sensitive to price. They understand that habits give companies greater flexibility to increase prices.

- The most important factor to increasing growth is --- Viral Cycle Time ....

- Many innovations fail because consumers irrationally overvalue he old while companies irrationally overvalue the new ....

- More choices require the user to evaluate multiple options. Too many choices or irrelevant options can cause hesitation, confusion, or worse-abandonment.

- New habits are sparked by external triggers, but associations with internal triggers are what keeps users hooked.

- Easier equals better.

- The appearance of scarcity affected their perception of value.

- A product can decrease in perceived value if it starts off as scarce and becomes abundant.

- Context also shapes perception.

- The study demonsrates the endowed progress effect, a phenomenon that increases motivation as people believe they are nearing a goal.

- Psychologists believe there are hundreds of cognitive biases that influence our behaviors.

- What draws us to act is not the sensation we receive from the reward itself, but the need to alleviate the craving for that reward ..... The stress of desire in the brain appears to compel us, just as it did in Old's and Milner's lab mouse experiments.

- only by understanding what truly matters to users can a company correctly match the right variable reward to their intended behavior ....

- Maintaining the users' freedom to choose, products can facilitate the adoption of new habits and change behavior for good.

- Experiences with finite variability become less engaging because they eventually become predictable.

- The more users invest time and effort into a product or service, the more they value it. In fact, there is ample evidence to suggest that our labor leads to love.

- Creating habits can be a force for good, but it can also be used for nefarious purpose .....

- Ian Bogost ...... calls the wave of habit-forming technologies the "cigarette of this century" and warns of their equally addictive and potentially destructive side effects.

- Our moral compass has not caught up with what the latest technology now makes possible.

- Creating a product that the designer does not believe improves users' lives and that he himself would not use is called exploitation.

- The most highly regarded entrepreneurs are driven by meaning, a vision for greator good that drives them forward.

- As you go about your day, ask yourself why you do or do not do certain things and how those tasks could be made easier or more rewarding.

- A striking number of world-changing innovations were written off as mere novelities with limited commercial appeal.

- When technologies are new, people are often skeptical. Old habits die hard and few people have the foresight to see how new innovations will eventually change their routines.

- Wherever new technologies suddenly make a behavior easier, new possibilities are born.