上瘾
[美] 尼尔·埃亚尔
尼尔·埃亚尔通过独创的“上瘾模型”，深度揭示了顶级互联网产品如何精准捕捉用户注意力并将其转化为持久习惯。阅读本作，你将掌握从触发到投入的心理学设计闭环，学会构建让用户产生情感依赖的产品核心竞争力，是每一位产品经理与创业者的进阶必修指南。
The Habit Strategy: Why Habits are Your Competitive Edge
Habits are behaviors done with little or no conscious thought. This chapter explores how forming user habits creates a long-term competitive advantage for products by increasing customer lifetime value and pricing flexibility.
The Power of Habit: Beyond the First Click
The Habit Zone: Frequency vs. Utility
Vitamins vs. Painkillers
Trigger: The Spark of Behavior
Every habit starts with a trigger. This chapter distinguishes between external cues that get users to the product and internal cues that keep them coming back without advertising.
External Triggers: The Call to Action
Internal Triggers: Connecting to Emotions
The Hand-off: From External to Internal
Action: The Minimal Effort for Reward
The action phase is the simplest behavior done in anticipation of a reward. This chapter leverages the Fogg Behavior Model to explain how to make actions easy and likely.
The Fogg Behavior Model
The Six Elements of Simplicity
Heuristics and Perception
Variable Reward: The Engine of Desire
Consistency kills interest. This chapter explains why variable rewards create a 'craving' by stimulating the brain's dopamine production through uncertainty and novelty.
Rewards of the Tribe
Rewards of the Hunt
Rewards of the Self
Managing Finite Variability
Investment: Increasing Future Value
Investment is where the user does some 'work.' This phase increases the likelihood of the user returning by loading the next trigger and storing value in the product.
The IKEA Effect and Escalation of Commitment
Storing Value in the Product
Loading the Next Trigger
Ethical Design and Implementation
Building habit-forming products carries responsibility. This chapter discusses the ethics of manipulation and how to test your product's habit-forming potential.
The Manipulation Matrix
Habit Testing
Case Study: The Bible App
Looking for Opportunities
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