People especially enjoy unexpected rewards.

<aside> ℹ️ In the operant conditioning method, a variable-ratio schedule is a schedule of reinforcement where a response is reinforced after an unpredictable number of responses. This unexpected schedule creates a steady, high rate of responding.

</aside>

Variable rewards are at the heart of Nir Eyal’s behavioral design framework called “The Hook Model.” As the creator of the framework describes the concept himself, variable rewards “drive users crazy” and keep them glued to your product.

This reward system is powerful for driving attention, focus, and repeated action. It works because humans get pleasure from anticipation more than the reward itself.

We experience variable rewards every day—both online and off. It’s especially hard to miss online because this has been built into the fabric of social media and most tech products.

A good example of a variable reward is checking your emails frequently. You do so because you’re subconsciously hoping to see something unusual and important. You’ll occasionally see a vital email and return sometime later for more.

• Variable rewards are delivered unpredictably and in varying amounts, leaving people searching for more.
• The four phases of the Hook Model are the trigger, action, variable rewards, and investment.
• Random rewards are more effective than fixed ratio rewards because we get more dopamine rush from anticipation and chase than from the reward itself.
• B.F Skinner’s groundbreaking experiments in the 1950s set the foundations for the hook model. The study involved 2 groups of rats where one of the groups received variable rewards and got a fixed ratio. Rats who received variable rewards appeared to be more engaged and enthusiastic.
• There are 3 types of variable rewards: rewards of the tribe, rewards of the hunt, and rewards of the self.
• Rewards of the tribe: humans are hardwired to live in a social network. We also tend to derive validation and security from what others think of us.
• Rewards of the hunt: we instinctually hunt for valuable assets; be it a physical item, a coupon for software, or information.
• Rewards of the self: these are the variable rewards we seek for personal gratification and self-fulfillment (achieving proficiency, unlocking a badge, etc).

Here are some tactics to drive adoption with variable rewards:

1. Reward users for completing checklists.
2. Gamify the user experience, adding variable rewards along the way.