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Variable Rewards
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Variable rewards (such as spinning a wheel to unlock a prize), often motivate users more than predictable ones.
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Introduction
The unpredictability of not knowing what you'll get next, is exciting, and allows the user to imagine all the many things that it could be.
That moment of 'opening' your reward becomes addictive.
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Deeper dive
This theory was popularised by Nir Eyal, in his book Hooked.
It explains why the TikTok feed is so addictive—because you never know what the next scroll will show you.
"The next video might be really good".
It turns TikTok into a variable-reward slot machine.
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Potential impacts
Feature usage
Habits
- Variable rewards are incredibly useful in creating habits—they're addictive.
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Written by Peter Ramsey
Published
Last edited
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