What is Hook Model? Concepts, Importance of Hook Model and FAQs.

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hook model

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Hook Model

Hook model is a cyclic 4 point process. The aim is to get your customers hooked on the product. That means to make them use the product habitually or frequently.

In other words, the hook model is used to manufacture the desire to use the product.

This model was created by Nir Eyal, entrepreneur and author.

According to Eyal, a habit is “an acquired behavior pattern regularly followed until it has become almost involuntary.”

He developed the hook model to find a layout for habitual use of a product. 

Concepts of Hook Model

This model is like a cyclic loop based on habitual behaviors. The Hook model has 4 phases 


The trigger gives rise to promptness in the users to take a certain action. It includes what the customers want (internal trigger) and why should they use your services (external trigger). According to Nir Eyal, triggers relate to developing consumers’ habits. Triggers are anything that invokes an action. For example, the “Sign-up Now” button on a webpage demanding  your email, the trigger is successful if it leads you to sign up.


After the trigger prompts the user, the action takes place. Action is any activity that the user performs related to the product’s services. The action is seen as an impulse from the trigger with an expectation of a reward. That leads to variable reward.

Variable reward

Variable reward is what solves user’s issues. This is most critical in catalysing habit formation because each time the user wants to gain something from the product makes them a regular user. 

To design attractive rewards for the customers, you need to know about their needs.

Type of rewards are:
Reward of the tribe: rewards related to social bonding and acceptance.
Reward of hunt: when the user seeks a materialistic solution to any of the needs.R
Reward of self: enjoyment or self-satisfaction gained from the product experience.


This is the concluding phase of the hook cycle. The designer’s task is to build such elements that invokes the user’s investment of effort into the product making the users interested in setting up targets for themselves. Basically, this makes the users drive the hook cycle forward. 

Importance of Hook Model

To provide service that hooks your customer’s supports, your other product management strategies. and market strategies. 

When your customers use the product habitually, then the risks that are associated with market development like market expansion, sales growth, or any other growth-oriented step that gets reduced because the existing customers can be retained as they are regularly benefitting from the services and features. 

The hook model allows you to achieve this.

It helps in understanding the driving forces of customer’s behaviour. 

This gives an edge over the competitors and it gets difficult for them to slide your customer base.

Hook model is the set of methods to bind the customers with the brand. And once you have a loyal base of customers, the path to growth and expansion becomes less difficult.


Q: What is the purpose of using hook model? 

A: Hook model is used to increase or maintain a regular or habitual use of the product or services by the customer. 

It helps in customer retention. It supports market expansion and other sales and market development activities. It also helps in gaining competitive advantage. 

Q: What is a consumer hook?

A: A hook is a term used to describe techniques that are aimed at tempting the consumers to buy the product or to subscribe or sign up for the services. Hooks help in customer retention by making the customers use the product habitually.

Q: How do you make a habit forming product?

A: The hook model is designed to serve this purpose.
It has 4 stages:
• Trigger: The trigger gives rise to promptness in the users to take a certain action and use the product. It actuates the behavior.
• Action: The activity performed by the user in expectation of a reward.
• Variable reward: This could be anything, could be the solution to user’s need or the comfort and enjoyment of the product’s services.
• Investment: This is where users are able to set themselves up for future rewards. 

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