Variable Reward! Remember & Share (Hooked — by Nir Eyal)

• Variable reward is the third phase of the Hook Model, and there are three types of variable rewards: the tribe, the hunt, and the self.
• Rewards of the tribe is a social rewards fueled by connectedness with other people.
• Rewards of the hunt is the search for material resources and information.
• Rewards of the self is the search for intrinsic rewards of mastery, competence, and completion.
• When your autonomy is threatened, we feel constrained by our lack of choices and often rebel against doing a new behavior. Psychologists refer to this as reactance. Maintaining a sense of user autonomy is a requirement for repeat engagement.
• Experiences with finite variability become increasingly predictable with use and lose their appeal over time. Experiences that maintain user interest by sustaining variability with use exhibit infinite variability.
• Variable rewards must satisfy users’ needs while leaving them wanting to reengage with the product.