The Hook Model, developed by Nir Eyal, explains how businesses create habit-forming behaviors through
four key phases:
1. Trigger – External or internal cues that prompt action.
2. Action – The simplest behavior in anticipation of a reward.
3. Variable Reward – Unpredictable outcomes that drive continued engagement.
4. Investment – User effort that increases commitment to the product or service.
Both Instagram (a digital app) and Starbucks (a physical business) apply this model to retain customers
and encourage repeat usage.
Instagram: Hook Model in Action
1. Trigger
External: Notifications about likes, comments, DMs, and new posts encourage users to open the app.
Internal: Users feel the need to check Instagram out of boredom, curiosity, or social comparison
(FOMO – Fear of Missing Out).
2. Action
Opening the app and scrolling through the feed or Stories requires minimal effort.
Users engage by liking, commenting, sharing, or posting their own content.
3. Variable Reward
Social validation: Likes, comments, and followers provide unpredictable rewards.
New content: The explore page and algorithm keep feeding personalized and engaging posts.
Entertainment: Stories, Reels, and memes create endless scrolling opportunities.
4. Investment
Users invest time in curating their profile, creating posts, and engaging with others.
Saving posts, following accounts, and forming connections make it harder to leave the platform.
The more content users generate, the more they feel tied to Instagram.
Starbucks: Hook Model in Action
1. Trigger
External: Advertisements, promotions, and the Starbucks Rewards app send reminders about offers and
new drinks.
Internal: The craving for coffee, the need for a morning routine, or the desire for a cozy workspace
push customers to visit.
2. Action
Customers visit a Starbucks store or order through the app.
Ordering coffee or food is a simple, repeated behavior.
3. Variable Reward
Taste satisfaction: Every drink is an experience, but seasonal flavors and customization add
excitement.
Loyalty points: Customers get different rewards based on how frequently they buy.
Personalized offers: Special discounts, birthday rewards, and surprise promotions keep customers
engaged.
4. Investment
Customers load money into the Starbucks app, making future purchases easier and more likely.
Collecting Starbucks Stars encourages return visits and repeated spending.
Customizing favorite drinks makes each order feel personal and unique.
Comparison of Instagram & Starbucks Using the Hook Model
Hook Phase Instagram (Digital App) Starbucks (Physical Business)
Trigger Notifications, social pressure, boredom Ads, cravings, loyalty program reminders
Action Opening the app, scrolling, liking, posting Visiting a store, ordering coffee
Variable
Likes, comments, new content Taste, exclusive flavors, loyalty points
Reward
Creating content, following accounts, building Loading money into the app, collecting points,
Investment
a personal brand customizing drinks
Findings & Conclusions
Both businesses use external triggers (notifications, ads, promotions) to initiate engagement.
Variable rewards keep customers returning—Instagram offers social validation, while Starbucks
provides loyalty points and new flavors.
Investment increases attachment—Instagram users build an online presence, while Starbucks
customers commit through loyalty programs.
Key Takeaways
Instagram builds digital habits through constant engagement and unpredictable rewards.
Starbucks creates physical habits by integrating coffee into customers’ routines and offering loyalty
incentives.
The Hook Model helps explain why people keep returning to these brands, whether online or in person.
