31. Negative
 emotions
 are
 POWERFUL
 INTERNAL
 TRIGGERS.
lonesome
indecisive powerless
tense
dissatisfied
confused inferior
fatigued
discouraged fear
 of
 loss
bored
lost
32. People
 who
 are
 DEPRESSED
 CHECK
 EMAIL
 MORE
 OFTEN.
Â
 Source:  Kotikalapudi  et  al  2012
48. THERE
 ARE
 SIX
 FACTORS
Â
THAT
 CAN
 INCREASE
Â
MOTIVATION.
Seeking Pleasureâ¨
Avoiding Painâ¨
Seeking Hopeâ¨
Avoiding Fearâ¨
Seeking
Acceptanceâ¨
Avoiding
Rejection
Source:
 Dr.
 BJ
 Fogg,
 Stanford
 University
Â
Â
56. Level
 of
 of
 motivation
 and
 ability
Â
determines
 if
 action
 will
 occur.
MOTIV
ATION
TRIGGER
Â
SUCCEEDS
TRIGGER
Â
FAILS
Fogg
 Behavior
 Model
ABILIT
Source:
 Dr.
 BJ
 Fogg,
 Stanford
 University
104. A
 -Ââ
 A
 hook
 has
 4
 parts:
Â
T
 -Ââ
 Trigger
Â
A
 -Ââ
 Action
Â
R
 -Ââ
 Reward
Â
I -Ââ
 Investment
105. The
 HOOK
 Canvas
1.
 What
 internal
 trigger
 is
Â
Â
Â
Â
Â
Â
Â
the
 product
 addressing?
Â
2.
 What
 external
 trigger
Â
Â
Â
Â
Â
Â
Â
Â
gets
 the
 user
 to
 the
 product?
4.
 Is
 the
 reward
Â
fulfilling,
 yet
 leaves
 the
Â
user
 wanting
 more?
5.
 What
 âbit
 of
 workâ
 is
 done
Â
to
 increase
 the
 likelihood
 of
Â
returning?
3.
 What
 is
 the
 simplest
Â
behavior
 in
 anticipation
Â
of
 reward?