A company can begin to determine its product’s habit-forming potential by plotting two factors: frequency (how often the behavior occurs) and perceived utility (how

Like flossing, frequent engagement with a product — especially over a short period of time — increases the likelihood of forming new routines.

As we will learn in chapter five, users also increase their dependency on habit-forming products by storing value in them

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

Viral Cycle Time.”[25] Viral Cycle Time is the amount of time it takes a user to invite another user, and it can have a massive impact.

The desire to be entertained can be thought of as the need to satiate boredom.

longer good enough. Companies increasingly find that their economic value is a function of the strength of the habits they create. In order to win the

The investment phase increases the odds that the user will make another pass through the hook cycle in the future. The investment occurs when the user puts something into the product of service such as time, data, effort, social capital, or money.

Rather, the investment implies an action that improves the service for the next go-around. Inviting friends, stating preferences, building virtual assets, and learning to use new features are all investments users make to improve their experience. These commitments can be leveraged to make the trigger more engaging, the action easier, and the rewar