31. Negative
emotions
are
POWERFUL
INTERNAL
TRIGGERS.
lonesome
indecisive powerless
tense
dissatisfied
confused inferior
fatigued
discouraged fear
of
loss
bored
lost
32. People
who
are
DEPRESSED
CHECK
EMAIL
MORE
OFTEN.
Source: Kotikalapudi et al 2012
48. THERE
ARE
SIX
FACTORS
THAT
CAN
INCREASE
MOTIVATION.
Seeking Pleasure
Avoiding Pain
Seeking Hope
Avoiding Fear
Seeking
Acceptance
Avoiding
Rejection
Source:
Dr.
BJ
Fogg,
Stanford
University
56. Level
of
of
motivation
and
ability
determines
if
action
will
occur.
MOTIV
ATION
TRIGGER
SUCCEEDS
TRIGGER
FAILS
Fogg
Behavior
Model
ABILIT
Source:
Dr.
BJ
Fogg,
Stanford
University
104. A
-‐
A
hook
has
4
parts:
T
-‐
Trigger
A
-‐
Action
R
-‐
Reward
I -‐
Investment
105. The
HOOK
Canvas
1.
What
internal
trigger
is
the
product
addressing?
2.
What
external
trigger
gets
the
user
to
the
product?
4.
Is
the
reward
fulfilling,
yet
leaves
the
user
wanting
more?
5.
What
“bit
of
work”
is
done
to
increase
the
likelihood
of
returning?
3.
What
is
the
simplest
behavior
in
anticipation
of
reward?