Variable Rewards: Want To Hook Users? Drive Them Crazy

In advertising, marketers reinforce a behavior by linking to the promise of reward. “Use our product,” they claim, “and you’ll get laid”; it’s the gist of many product pitches from soap to hamburgers.

--

The Hook Model goes beyond reinforcing behavior; it creates habits, spurring users to act on their own, without the need for expensive external stimuli like advertising.  

--
At the heart of the Hook Model is a variable schedule of rewards: a powerful hack that focuses attention, provides pleasure, and infatuates the mind.

http://www.nirandfar.com/2012/03/want-to-hook-your-users-drive-them-crazy.html 

http://www.nirandfar.com/hooked