很有意思的书，解释了现在网络经济的一些真理，实质。有些人可能会说这些是很直觉的东西，我相信绝大多数人都不会认识得这么成体系，这么全。
余晨的序言写得很漂亮。现在这个时代，产品销售比的是如何占领消费者的心智！做至极的产品是王道，而传统经济里的要点入产能，营销，广告，物流，渠道在网络时期都变得相对次要。一个产品的存亡与否取决于产品本身！好的产品不但要满足功能，还要能抓住人心，所以艺术品位和心理学原理也就成了好产品的重要组成部分。让一个产品长盛不衰的更本是要让产品变成用户的习惯。这本书讨论的就是如何让产品成为用户习惯的方法和过程。有一个上瘾模型（the hook model): 触发-行动-多变的酬赏-投入。把喜欢一个产品的过程比成一个恋爱成家的过程很贴切：触发-初相遇的怦然心动，行动 - 再相遇的互动试探接触了解，多变的酬赏-恋爱中的各种不确定性，甜蜜不安惊喜，投入-热恋成家时对亲密关系的投入维护。
书对上瘾模型中的每一个步骤: 触发，行动，多变的酬赏，投入各分一章做更深入的探讨。第一章讲了习惯在商业中的力量和价值，设计习惯养成类产品是现代网络公司追求的目标，实质上就是在操控消费者的行为。道德因素也应该在产品的考虑因素里。
第二章讲触发。分为外部触发和内部触发。外部触发通过将信息渗透在用户生活的各个方面来引导他们采取行动；内部触发通过用户记忆中的各种关联莱提醒他们采取行动。情绪尤其是负面情绪是一种强大的内部触发 - 产品本来就是要为用户解决问题消除烦恼的。 触发设计者必须挖掘用户内在的感情体验才可能设计出好的触发。
第三章讲行动。 福格的行为模型：要促成行为，触发，动机，能力三者缺一不可 （B=MAT）。福格把人的动机分为三种：（1）追求快乐逃避痛苦，（2）追求希望逃避恐惧，（3）追求认同逃避排斥。能力和任务的难易相关，有六个要素：（1）时间，（2）金钱，（3）体力，（4）脑力，（5）社会偏差（他人对该活动的接受度），（6）非常规性（该活动与常规活动的矛盾程度）。动机和行动的难易都是促成行为的关键，也是产品设计的关键。 同时人们的行为不总是理性的，还有启发法（例如稀缺效应，环境效应，锚定效应，赠券效应等等）可一用来增加产品的吸引力。
第四章讲多变的酬赏。酬赏大体分为三种类型，社交酬赏（与人互动中的人际奖励），猎物酬赏（具体的资源或信息的奖励），和自我酬赏（自我体验的操控感，成就感和终结感）。多变的酬赏的终结是把有限的多变性变为无穷的多变性。用多变得酬赏吸引用户时也必须满足他们的使用需求，同时保障用户的自主权。这些都是吸引他们的关键。
第五章讲投入。投入与用户对未来酬赏的期待有关。一般是在享受了各种酬赏之后用户才会投入。投入会使用户对产品形成偏好因为人们往往会高估自己的劳动成果，尽力和自己过去的行为保持一致，避免认知失调。投入能改进服务质量，增加再次使用的可能性。投入可以通过加载一个新触发的方式令用户进入下一个新的上瘾循环。
第六章讲上瘾模式和道德控制。设计习惯养成类产品是在操控消费者的行为，有道德责任。可以通过工作性质的四种类型来评估道德责任：（1）健康习惯推广者，（2）兜售商，（3）娱乐用户者，（3）经销商。 健康习惯推广者自己使用自己的产品并相信该产品能提高人们的生活质量；兜售商相信该产品能提高人们的生活质量但自己不使用该产品；娱乐用户者使用自己的产品但不相信该产品能提高人们的生活质量；经销商不使用该产品也不相信该产品能提高人们的生活质量。
第七章讲了一个案例研究。
第八章讲上瘾模型的应用。用习惯测试来确定用户，用户习惯和用户行为可能的改变。习惯测试有三个步骤：确定用户，分析用户行为研究忠实用户的行为的习惯路径，和改进产品吸引更多的用户走上习惯用户的路径。
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![“上瘾:让用户养成使用习惯的四大产品逻辑(互联网产品设计+行为设计纯干货，揭示了很多让用户形成使用习惯，甚至“上瘾”的互联网产品服务背后的基 本设计原理，告诉你怎样打造一款让用户欲罢不能的产品。)”，作者：[尼尔·埃亚尔, 钟莉婷, 杨晓红]](https://images-cn.ssl-images-amazon.cn/images/I/41I1keBEPaL._SY346_.jpg)
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