Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

Interview: Nir Eyal, author of Hooked, on how to form lasting habits

Mar 13, 2025

Nir Eyal, the author of 'Hooked' and 'Indistractable,' is a leading expert on habits and behavioral design. He discusses how brands can cultivate lasting customer habits through the Hook Model, highlighting the importance of internal triggers and variable rewards. Eyal dives into how digital products can engage consumers more effectively than physical ones, emphasizing personalized experiences. He also connects ancient survival strategies with modern consumer behavior, sharing insights that can transform brand marketing strategies.

49:31

Episode guests

Nir Eyal

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Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Nir Eyal's Hook Model emphasizes habit formation through triggers, actions, variable rewards, and investment, guiding brands to enhance customer loyalty.

The importance of variable rewards in maintaining user engagement highlights the psychological mechanisms that drive repeated interactions with products.

Eyal advocates for brands to shift focus from customer acquisition to creating meaningful experiences that encourage repeat usage and deepen consumer relationships.

Deep dives

Background and Personal Journey

Nir Eyal's interest in behavioral science began in his teenage years, shaped significantly by his struggles with obesity. He realized food had a strong control over him, prompting curiosity about consumer marketing tactics that influenced children's behavior. A pivotal moment came when he recognized the effects of marketing strategies used to sell sugary cereals, sparking a desire to explore how products can manipulate consumer habits. This journey ultimately led to the development of his first book, 'Hooked,' which focuses on designing healthy habits through products.

Intro

5min

Creating Habit-Forming Products

20min

The Psychology of Variable Rewards

5min

Understanding Variable Rewards in Habit Formation

2min

Digital vs. Physical: Cultivating Consumer Habits

15min

Wrapping Up Insights on Behavior Change and Personal Growth

2min

In this episode we talk with Nir Eyal, author of Hooked, and one of the world's leading experts on the topic of habits. His work is of particular interest as his focus is on how brands (rather than individuals) can create habits. Nir walks us through the four elements of his model and gives lots of practical advice on what marketers can do differently.

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