INVESTMENT #step-4 of the hooked model

“Before users create the mental associations that activate their automatic behaviors, they must first invest in the product.”

  • Escalation of commitment: Once you commit to doing something (invest your time and money), you are likely to commit more over time.
  • IKEA effect: People are likely to overvalue their efforts. You see what you have achieved as being more valuable compared to what others have done.

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