Glossary/Strategy & Frameworks/Hook Model
Strategy & Frameworks
Hook Model
Nir Eyal's 2014 habit-forming loop of Trigger, Action, Variable Reward and Investment, from his book 'Hooked'.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
The Hook Model is Nir Eyal's habit-forming loop of Trigger, Action, Variable Reward and Investment, described in his 2014 book Hooked. It explains how products build repeated use by prompting an action, rewarding it unpredictably and encouraging users to invest effort or data that brings them back. It raises ethical questions about compulsive use.