How to build habit-forming products - Nir Eyal, Part 2
Uncensored CMO
00:00
Advertising Is So Much About Motivation, Isn't It?
Advertising often misses out the sort of ability and trigger phase, doesn't it? Is that right? It definitely does. Display advertising uses what's called the mere exposure effect. The more you see a logo or hear a jingle, the greater affinity you have towards that person or brand. But to get display advertising in front of people's eyeballs costs a pretty penny. So how do they build consumer habits? How do they shape preferences? By using the product, people build an affinity for it. That's exactly what creating a hook is all about. I like the little model, motivation, ability, trigger. Thank you.
Transcript
Play full episode
