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Why do some products capture our attention while others fade into obscurity?
What makes us check our phones, open an app, or scroll a feed without even thinking?
Is there a repeatable pattern behind how technology hooks us?

In Hooked, Nir Eyal reveals the secret psychology behind the world’s most engaging products. Introducing the groundbreaking Hook Model - Trigger ? Action ? Variable Reward ? Investment - Eyal uncovers how products from Apple, Twitter, Instagram and Google create lasting user habits and how you can ethically harness these principles to build products people love.

Packed with cutting-edge behavioural science, case studies, and practical frameworks, Hooked is both a manual for product designers and a mirror for anyone curious about their own habits.

‘Hooked changed my life. It’s essential reading for anyone who wants to better understand their actions and habits’
Steven Bartlett, Diary of a CEO

‘Nir Eyal taught Silicon Valley how to design behaviour — and then reminded us to use that power responsibly;
Mark Manson, Solved Podcast

‘Our challenges go beyond technology; they stem from the internal discomfort that Nir Eyal’s work helps us understand’
Ali Abdaal, Deep Dive Podcast

‘In Hooked, Nir Eyal shows the fine line between persuasion and coercion — and why ethical design matters more than ever’
Jim O’Shaughnessy, Infinite Loops Podcast