SlideShare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our User Agreement and Privacy Policy.
SlideShare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our Privacy Policy and User Agreement for details.
Successfully reported this slideshow.
Activate your 14 day free trial to unlock unlimited reading.
Negative emotions are POWERFUL INTERNAL
TRIGGERS. lonesome indecisive powerless tense dissatisfied confused inferior fatigued discouraged fear of loss bored lost
THERE ARE SIX FACTORS
THAT CAN INCREASE MOTIVATION. Seeking Pleasure Avoiding Pain Seeking Hope Avoiding Fear Seeking Acceptance Avoiding Rejection Source: Dr. BJ Fogg, Stanford University
Level of of motivation and
ability determines if action will occur. MOTIVATION TRIGGER SUCCEEDS TRIGGER FAILS Fogg Behavior Model ABILITY Source: Dr. BJ Fogg, Stanford University
The
Hook External Trigger: Facebook, Twitter, WOM Interesting objects (Hunt) Re-‐pin, follow, comment Scroll (Early User – “Consumer” )
The
Hook External Trigger: Emails and notifications Internal Trigger: Fear of losing content, boredom What did friend post? (Tribe) Interesting objects (Hunt) Install Pin It button, Pin, Re-‐pin, follow, comment (Experienced User – “Curators”) Log-‐in
A -‐ A hook has
4 parts: T -‐ Trigger A -‐ Action R -‐ Reward I -‐ Investment
The HOOK Canvas 1. What
internal trigger is the product addressing? 2. What external trigger gets the user to the product? 4. Is the reward fulfilling, yet leaves the user wanting more? 5. What “bit of work” is done to increase the likelihood of returning? 3. What is the simplest behavior in anticipation of reward?