I may have fallen into an addictive routine

After the epidemic began, the entire life circle has undergone different changes. The more time at home, the greater the need to use the Internet. The world becomes more and more interesting as the products of such situations are more and more abundant.

A while ago, I wanted to study Axie Infinity seriously, but later I found that I really didn’t have enough time. I also wanted to play STEPN in my life, but I never bought a pair of shoes. Although I always wanted to try NFT games, I didn’t. Start. The last thing that attracted me was the Switch's Just Dance. Although these two games are really big, I especially like the feeling of a group of players competing online. I am very excited to see the score ranking after each dance. The main purpose is that I can move my muscles within an hour and it's a very sweaty exercise.

As long as every time I'm at home, I want to open and jump. I wanted to try and see if I could rank in the top three. Originally, I was dancing clumsily. I seemed to find some methods with a few practice sessions, but every time it was a big difference. It is with a heart that wants to break through, so I seem to be very fascinated and addicted to this.

When I learned the book "Addiction" one day, I realized that there is a way to make players or consumers addicted. And addiction is a step-by-step process. How to make a consumer become a frequent user after contacting the product? This may be a question that many people want to know. To make users addicted to a product, the following steps are required:

1. Trigger

Trigger is divided into external trigger and internal trigger

External triggers are divided into paid type (through advertisements for audiences to click), feedback type (invite people to choose or try out by participating in activities), interpersonal type (invite friends to join through a user, this reminds me of the very popular club house a while ago), autonomous Type (the user himself has already downloaded the app, and the method is pushed through the app.

The internal trigger is to mobilize people's emotions, and often the mobilization of negative emotions will be greater than the triggers brought by positive emotions. For example, after I finish Just Dance, I may find that I am 10 points away from the last person in the ranking. I feel angry because a certain dance step is not keeping up with the beat, and I will want to continue playing until I surpass him. I think that most of the negative emotions may be motivated by our competitive and unyielding hearts. Or another trigger is anger, like in 2009, Canadian singer Dave Carroll wrote "United Break Guitars" after his guitar was broken at the airport. It aroused everyone's anger, and finally wiped off 5.9 billion of United Airlines' market value. I think this is an internal trigger. Of course, this is a reverse case.

2. Action

The Fogg formula mentioned in this book explains why a person acts. The formula is B=MAT

B (behavior) = M (motivation) + A (ability) + T (trigger)

People's motivations fall into three categories:

1. Pursue hope and escape fear

2. Pursue identity and avoid scolding

3. Pursue pleasure and escape pain

The ability part refers to lowering the user threshold for users. These thresholds represent time, money, physical strength, brain power, social deviation, and irregularity. Now we order food delivery, and many delivery platforms will be linked to apple pay, Line pay, or even Jiekou, because we want to buy meals directly on the platform, until all of them are added to the shopping cart, if you keep jumping to register as a member, log in as a member, or ask you to enter a credit card number, you will need to receive SMS verification. Wait, a bunch of cumbersome processes, I believe you may not use him anymore. Nowadays, we are actually more and more impatient, and it is difficult to spend a lot of time on the interface that is too complicated and needs to be understood, and even the payment is very inconvenient and friendly.

3. Variety of rewards

The reward here is not just money, but the achievements we get for participating in the process.

Social rewards: People like to be affirmed by others, that is, we all like other people's likes and replies, and the honor in the game can make users more involved by giving users social rewards. Here, I have an experience in Haidilao. The year before last, I was promoted to a five-star member in Haidilao in a short period of time. Every time I get a small card or hospitality from the store manager, the social rewards among my friends are particularly high. .

Prey reward: The excitement of chasing and searching is also an innate human instinct. Here I also use my own case of Haidilao. At that time, when I found out that different branches of Haidilao have exclusive specialties, I was very addicted and began to witness Haidilao in different regions. I like to find and Discovering the specialties of different restaurants gives me a sense of accomplishment.

Self-reward: People pursue a sense of control, achievement, and competence. In this part, users should have a choice. Like my Haidilao membership level, it can be used in any store in Taiwan, and it will not be limited to a single branch. This is also the part that made me addicted to Haidilao at the time.

Finite variable rewards and infinite variable rewards: People like new things, no one likes the same. The difference between finite and infinite lies in whether there are new things. At that time, I was very active in eating Haidilao (no one seems to describe eating hot pot like this), but at that time I went to Haidilao about 3-4 times a week. I saw the same menu for two months in a row, no fresh meals or pot bottoms, it would make me feel a little uninspired, and it might make my love for Haidilao diminish, but then they launched a new one every few days. Dishes are like infinitely variable rewards, and I always look forward to the moment when new dishes are introduced.

4. Investment

After building the first three steps, the last step is the investment step.

For example, I wanted to know what services Haidilao five-star members had, so I seriously ate hot pot several times and invested a lot of time, energy and even money. I built star members bit by bit. When my friends gather for dinner or recommend a place to eat for friends, I will directly recommend them to eat Haidilao, because I don't want to lose the membership level I finally built.

Have you found any products or applications in your life that make you addicted? Do you have the same experience as me? Let us step into this addiction trap step by step. In fact, addiction is not a bad thing. If there is less addiction, life will definitely be less fun. If there is less addiction, it may be difficult to find that there are so many different and powerful people in the world.