Loading
🎰
Variable Rewards
Psychology used by:
You need to be a BFM+ member to save things to your library
Variable rewards (such as spinning a wheel to unlock a prize), often motivate users more than predictable ones.
👀
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.
🧵
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.
🔥
Potential impacts
Feature usage
Habits
- Variable rewards are incredibly useful in creating habits—they're addictive.
BFM+
Unlock this instantly with BFM+
- Access the entire library
- Track your progress through collections
- Receive premium weekly newsletters
- Build a library of ideas
Team plan perks include:
- Share links with your entire team. No paywalls or logins.
- Get discounts for upskilling your entire product team
Written by Peter Ramsey
Published
Last edited
