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I have seen Hooked placed next to Brainfluence by Roger Dooley under neuromarketing books and I can tell you now that these books are not on the same planet. Brainfluence is a far better book: I have listened to the audiobook twice and I later bought the hard copy whereas I won't be listening to hooked again nor will I even get the paperback.
Hooked is not a bad book, it just didn't add much to my knowledge database.
Hooked is not a bad book, it just didn't add much to my knowledge database.
Rating: 2.8/5
This book was okay but it wasn't actually that memorable.
I would say Contagious - Why Things Catch On by Jonah Berger is a much more enjoyable read and a much better framework for thinking about how to make products addictive.
Contagious has many more examples/case studies and does not only focus on huge companies in the way that I felt Hooked does.
In the Hooked model a trigger (internal or external) of some form sets in motion an action, e.g. check email. By taking the action the user gets a variable reward (e.g. they do not know what email they will get and are hence enticed by the element of surprise).
In the last part of the model, the more the user has invested in the product in terms of time and effort, the less likely they are to switch to a competing product. The model:
This book was okay but it wasn't actually that memorable.
I would say Contagious - Why Things Catch On by Jonah Berger is a much more enjoyable read and a much better framework for thinking about how to make products addictive.
Contagious has many more examples/case studies and does not only focus on huge companies in the way that I felt Hooked does.
In the Hooked model a trigger (internal or external) of some form sets in motion an action, e.g. check email. By taking the action the user gets a variable reward (e.g. they do not know what email they will get and are hence enticed by the element of surprise).
In the last part of the model, the more the user has invested in the product in terms of time and effort, the less likely they are to switch to a competing product. The model:
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