The aim is to influence customers to use your product on their own, again and again without relying on overt calls to action such as ads or promotions.
Nir EyalFogg states that all humans are motivated to seek pleasure and avoid pain; to seek hope and avoid fear; and finally, to seek social acceptance and avoid rejection
Nir EyalUser habits are a competitive advantage. Products that change customer routines are less susceptible to attacks from other companies.
Nir EyalCompanies leverage two basic pulleys of human behavior to increase the likelihood of an action occuring: the ease of performing an action and the psychological motivation to do it.
Nir Eyal