“Remember and Share - Variable Reward is the third phase of the Hook Model, and there are three types of variable rewards: tribe, hunt and self. - Rewards of the tribe is the search for social rewards fueled by connectedness with other people. - Rewards of the hunt is the search for material resources and information. - Rewards of the self is the search for intrinsic rewards of mastery, competence, and completion. - When our autonomy is threatened, we feel constrained by our lack of choices and often rebel against doing a new behavior. Psychologists call this “reactance.” Maintaining a sense of user autonomy is a requirement for repeat engagement. - Experiences with finite variability become increasingly predictable with use and lose their appeal over time. Experiences that maintain user interest by sustaining variability with use exhibit infinite variability. - Variable rewards must satisfy users’ needs, while leaving them wanting to re-engage with the product.   *** Do This Now Refer to the answers you came up with in the last “Do This Now” section to complete the following exercises: - Speak with five of your customers in an open-ended interview to identify what they find enjoyable or encouraging about using your product. Are there any moments of delight or surprise? Is there anything they find particularly satisfying about using the product? - Review the steps your customer takes to use your product or service habitually. What outcome (reward) alleviates the user’s pain? Is the reward fulfilling, yet leaves the user wanting more? - Brainstorm three ways your product might heighten users’ search for variable rewards using: - Rewards of the Tribe - gratification from others - Rewards of the Hunt - things, money or information - Rewards of the Self - mastery, completion, competency or consistency”