The investment phase is the fourth step in the Hooked Model. Unlike the action phase, which delivers immediate gratification, the investment phase concerns the anticipation of rewards in the future. Investments in a product create preferences because of our tendency to overvalue our work, be consistent with past behaviors, and avoid cognitive dissonance. Investment comes after the variable reward phase, when users are primed to reciprocate. Investments increase the likelihood of users returning by improving the service the more it is used. They enable the accrual of stored value in the form of
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