Hooked

Hooked

eBook - 2014
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How do successful companies create products people can't put down? Why do some products capture widespread attention while others flop? What makes us engage with certain products out of sheer habit? Is there a pattern underlying how technologies hook us? Nir Eyal answers these questions (and many more) by explaining the "Hook Model" ? a four steps process embedded into the products of many successful companies to subtly encourage customer behavior. Through consecutive "hook cycles," these products reach their ultimate goal of bringing users back over and over again, without depending on costly advertising or aggressive messaging. Hooked is based on Eyal's years of research, consulting, and practical experience. He wrote the book he wished had been available to him as a startup founder ? not abstract theory, but a how-to guide for building better products. Hooked is written for product managers, designers, marketers, startup founders, and anyone who seeks to understand how products influence our behavior. Eyal provides readers with: Practical insights to create user habits that stick. Actionable steps for building products people love. Fascinating examples from the iPhone to Twitter, Pinterest to the Bible App, and many other habit-forming products.
Publisher: [S.I.] : Penguin Publishing Group, 2014.
ISBN: 9780698190665
Branch Call Number: eBOOK OVERDRI
Additional Contributors: Hoover, Ryan
OverDrive, Inc

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lisatofts
Apr 27, 2015

The author’s goal is to provide “a deeper understanding of how certain products change what we do and, by extension, who we are.” Eyal explains why and how consumers get hooked on certain products and not on others. He then explains the steps and processes on how a business can create these hook-able products.
The ‘Remember & Share’ sections at the end of each chapter are perfect for quick reference. Eyal includes ‘Do This Now’ sections listing specific questions, exercises and definitions. The diagrams, charts, and images are all very helpful in illustrating the concepts listed in this book.
With his extensive gaming background, Eyal puts The Hook Model into perspective with games and app examples. This makes the text easy to follow for non-business school graduates.
The most interesting and thought-provoking feature of this book is the way Eyal explains (several times) the positive uses for The Hook Model. He notes that trying to get people hooked on you product when it does not improve the user’s life is wrong and deceitful. Manipulating others is not supported. This is a very ethical and responsible way to approach this subject.
This is a perfect book to get into the minds of consumer psychology.
-- Tofts Reviews

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lisatofts
Apr 27, 2015

lisatofts thinks this title is suitable for between the ages of 25 and 99

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