The Prophet of Habit-Forming Technology | MIT Technology Review
In an age when commercial competition is only a click away, the new mandate is to make products and services that generate compulsive behavior: in essence, to get users hooked on a squirt of dopamine to the brain’s reward center to ensure that they’ll come back.”...
It starts with a trigger, a prod that propels users into a four-step loop. Think of the e-mail notification you get when a friend tags you in a photo on Facebook. The trigger prompts you to take an action—say, to log in to Facebook. That leads to a reward: viewing the photo and reading the comments left by others. In the fourth step, you inject a personal stake by making an investment: say, leaving your own comment in the thread. This pattern, Eyal says, kicks off a cycle that lodges behaviors in the basal ganglia, the part of the brain where automatic behaviors are stored and where, according to neuroscientists, they last a lifetime.
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The hook’s final stage, investment, closes the loop by “loading the next trigger,” Eyal says, an idea inspired in part by work on game psychology by Jesse Schell, a Disney Imagineer turned Carnegie Mellon professor. Take Twitter. When you make an investment by posting a tweet, a follower’s reply to your contribution triggers an e-mail notification to your in-box, inciting you to take yet another spin through the cycle.
