• Advertising,  Consumer behavior,  Marketing Communication

    Is the ‘Hook’ harmful?

    In his book, Hooked, Nir Eyal explains the Hook Model – a formula he developed to explain why users of particular products feel compelled to keep coming back for more. The model consists of four progressive steps: trigger, action, variable reward and investment. It’s hard to think about the Hook Model without social media coming to mind. For many people, checking their social media accounts, such as Facebook and Instagram, have become as reflexive an activity as turning on the lights upon entering a room. While some experts say this addiction to online interaction is harmless, others refer to it as “digital heroin.”  Simon Sinek goes so far as to…

  • Branding,  Consumer behavior

    The cost of confrontation

    I’ve been thinking a lot about the desire fulfillment aspect of the buying decision process. A friend told me about a time he went to a restaurant and, while he was highly dissatisfied with the food, service, and ambiance, he still shelled out $70 for an experience he deemed to be worth only $5. The cost of avoiding an unpleasant confrontation with the waitress and restaurant manager was valued at $65 for him on that given day.

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