This week, Baba Shiv and I taught a class at the Stanford Graduate School of Business called, “Using Neuroscience to Influence Human Behavior.” The course focused on the science behind how consumers make decisions.
During the class, we walked through my Hook Model, a four-step cycle that creates preferences and usage habits. Readers of my blog will be familiar with the Hook Model but I wanted to share some slides regarding one particular part of the Hook Model, the “investment phase”.
The investment phase involves customers doing a bit of “work”, which commits them to the usage of the product. Investment makes re-engaging with the product more likely, and with the slides below, I try to explain why.
Note: The “Desire Engine” is now referred to as the “Hook Model”.
I was honored to present at WordCamp this year but had to make do with the small amount of time allotted. I crammed my talk into a very short intro to the Hook Model that sounds like I’m talking while on fast forward. Enjoy!
As the web becomes an increasingly crowded place, users are desperate for solutions to sort through the online clutter. The Internet has become a giant hairball of choice-inhibiting noise and the need to make sense of it all has never been more acute.
Just ask high-flying sites like Pinterest, Reddit, and Tumblr. Thesecurated web portals connect millions of people to information they never knew they were looking for. Some have started monetizing this tremendous flow of traffic and though it’s too early to call winners and losers,