💡 Ethics matter. This framework is powerful. Use it to improve users' lives, not just to steal their time.
This is the most cited section of the . Why do we get bored of slot machines but never bored of Twitter? Because of predictable vs. variable rewards. If you reward a dog with a treat every time it sits, it will sit when hungry. If you reward it sometimes , it will sit obsessively (variable reinforcement schedule). Eyal outlines three types of variable rewards: hooked how to build habit-forming products by nir eyal pdf