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Variable rewards keep users engaged from "summary" of Hooked by Nir Eyal
Variable rewards keep users engaged by providing them with a level of uncertainty and anticipation that makes them want to return to the product or service. This technique taps into the psychological principle of operant conditioning, where the variability of the reward plays a crucial role in reinforcing the desired behavior. When users are presented with a reward that is unpredictable, they are more likely to stay engaged because they never know when the next reward will come. This creates a sense of excitement and intrigue that keeps users coming back for more. The element of surprise triggers a release of dopamine in the brain, which is the neurotransmitter associated with pleasure and satisfaction. By incorporating variable rewards into the user experience, companies can increase the likelihood of forming a habit loop that keeps users hooked. This is because the anticipation of a reward is often more powerful than the reward itself, driving users to continue engaging with the product or service in the hopes of receiving a positive outcome. However, it is important to note that the rewards must be meaningful and satisfying to the user in order for this technique to be effective. If the rewards are too predictable or not valuable enough, users may quickly lose interest and move on to something else. By striking the right balance between variability and significance, companies can create a powerful incentive for users to keep coming back for more.
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