Nir Eyal was part of a team of Stanford MBAs and also one of the brightest investors in Silicon Valley. He documented his experiences, reading and observations of hundreds of companies to know how mind manipulation （操纵） worked—how products change our actions, and create desires. The result of his research is the Hook Model.
A trigger is the actuator of behavior. Triggers come in two types: external and internal. Habit-forming products start by alerting users with external triggers like an email, a website link, or the app icon. For example, suppose Barbra, a young woman in Pennsylvania, happens to see a photo in her Facebook taken by a family member from a rural part of the state. It's a lovely picture and since she is planning a trip there, the external trigger's call-to- action intrigues her and she clicks. By cycling through successive hooks, users begin to form associations with internal triggers, which attach to existing behaviors and emotions.
The simple action takes Barbra to a website called Pinterest, a "pinboard-style photo sharing" site where she is dazzled by other fascinating objects related to what she is generally interested in-namely things to see on her upcoming trip.
Variable rewards are one of the most powerful tools companies implement to hook users. Research shows that levels of the dopamine （多巴胺） rise when the brain is expecting a reward. Wanting rewards creates a focused state, which suppresses the areas of the brain associated with judgement and reason while activating the parts associated with wanting and desire.
When Barbra lands on Pinterest, she's spending more time hunting for the next wonderful thing. Before she knows it, she enjoys endlessly scrolling Pinterest, and she builds a desire to keep the things that delight her. By collecting items, she'll be giving the site data about her preferences. Soon she will follow and make other investments, which serve to increase her ties to the site and prepare her for future loops through the hook.
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