The Hook Model

The Hook Model is a framework for understanding how products engage users and encourage repeat behavior. It consists of four key components: Trigger, Action, Variable Reward, and Investment. A trigger prompts a user to engage with a product (like a notification). The action is the behavior the user takes (such as clicking a link). Variable rewards are the unpredictable benefits received, which keep users intrigued (like new content or likes). Finally, investment refers to the effort users put into the product, increasing their likelihood of returning. Together, these elements create a loop that fosters user habits.