那么你一定上瘾了,  阿扎·拉斯金发明了无限下拉滚动的功能

发布时间:2019-09-23  栏目:外语留学  评论:0 Comments


Creating associations with internal triggers comes from building the
four components of a Hook — a trigger, action, variable reward, and

– In the evening purchase groceries or buy dinner using WeChat Wallet;

The lack of a simple solution deprives politicians of easy
slogans, but does not leave trustbusters impotent. Two broad changes
of thinking would go a long way towards sensibly taming the titans.
The first is to make better use of existing competition law.
Trustbusters should scrutinise mergers to gauge whether a deal is
likely to neutralise a potential long-term threat, even if the
target is small at the time. Such scrutiny might have prevented
Facebook’s acquisition of Instagram and Google’s of Waze, which makes
navigation software. To ensure that the platforms do not favour their
own products, oversight groups could be set up to deliberate on
complaints from rivals—a bit like the independent “technical committee”
created by the antitrust case against Microsoft in 2001. Immunity to
content liability must go, too.


When Barbra lands on Pinterest, not only does she see the image she
intended to find, but she’s also served a multitude of other glittering
objects. The images are associated with what she’s generally interested
in — namely, things to see during a trip to rural Pennsylvania — but
there are also some others that catch her eye. The exciting
juxtaposition of relevant and irrelevant, tantalizing and plain,
beautiful and common sets her brain’s dopamine system aflutter with the
promise of reward. Now she’s spending more time on the site, hunting for
the next wonderful thing to find. Before she knows it, she’s spent 45
minutes scrolling in search of her next hit.

– In the morning people wake up and check chats and Moments (posting

The less severe contest

  Facebook and Instagram have told the BBC that their apps are
designed to bring people together and that they never set out to create
addictive products.

But how do companies create a connection with the internal cues needed
to form habits? They manufacture desire. While fans of Mad Men are
familiar with how the ad industry once created consumer desire during
Madison Avenue’s golden era, those days are long gone. A multiscreen
world, with ad-wary consumers and a lack of ROI metrics, has rendered
Don Draper’s big-budget brainwashing useless to all but the biggest
brands. Instead, startups manufacture desire by guiding users through a
series of experiences designed to create habits. I call these
experiences Hooks, and the more often users run through them, the more
likely they are to self-trigger.

• What are Chinese netizens fond of?

Second, trustbusters need to think afresh about how tech markets
A central insight, one increasingly discussed among economists
and regulators, is that personal data are the currency in which
customers actually buy services. Through that prism, the tech titans
receive valuable information—on their users’ behaviour, friends and
purchasing habits—in return for their products. Just as America drew up
sophisticated rules about intellectual property in the 19th century, so
it needs a new set of laws to govern the ownership and exchange of data,
with the aim of giving solid rights to individuals.

There is thus a justified fear that the tech titans will use their power
to protect and extend their dominance, to the detriment of consumers
(see article). The tricky task for policymakers is to restrain
them without unduly stifling innovation.

  hook 勾住,吸引住

What separates Hooks from a plain vanilla feedback loop is their ability
to create wanting in the user. Feedback loops are all around us, but
predictable ones don’t create desire. The predictable response of your
fridge light turning on when you open the door doesn’t drive you to keep
opening it again and again. However, add some variability to the
mix — say, a different treat magically appears in your fridge every time
you open it — and voilà, intrigue is created. You’ll be opening that
door like a lab animal in a Skinner box.

What else do you need in order to build connections between you and
Chinese netizens via social media? The straight answer would be at least
the experts who are always aware of what are the trends in the country,
what is no-go, culturally, politically and legally, as making friend
with the government is as important as making friend with netizens in

There is thus a justified fear that the tech titans will use their power
to protect and extend their dominance, to the detriment of consumers
(see article).
The tricky task for policymakers is to restrain them without unduly
stifling innovation


  Aza says he did not intend to hook users with it but says the
business model of many social media companies is designed to maximise
user time online. He says this encourages designers to come up with
technological tricks that hook users.

The tactics that the best digital brands use to stay relevant in users’
minds and lives.

– Buy breakfast with WeChat Wallet;

The dominance of Google, Facebook and Amazon is bad for consumers and

  endless scroll Infiniti下拉滚动

From “Hooked: How to Build Habit-Forming Products” by Nir Eyal

Renren is the Chinese Facebook; Weibo is the Chinese Twitter; Youku is
the Chinese YouTube and so on.

NOT long ago, being the boss of a big Western tech firm was a dream job.
As the billions rolled in, so did the plaudits: Google,
Facebook, Amazon and others were making the world a better place. Today
these companies are accused of being BAADD—big, anti-competitive,
addictive and destructive to democracy. Regulators fine them,
politicians grill them and one-time backers warn of their power
to cause harm.


  platforms 平台

First-to-Mind Wins

User engagement patterns over these various platforms can play an
important role in your strategy when scheduling social media activities.
For instance, on WeChat the peak engagement time is normally between
22:00 and 22:30, while on Weibo the “rush hours” are rather scattered.
Weibo Data indicates that during weekdays followers of education and
finance accounts are more active in commenting and reposting from 9:30
to 11:00; online shoppers prefer the time between 14:00 and 15:00; there
are more interaction between users and local merchants from 21:00 to
23:00; and generally more events occur on Wednesday and Thursday.

What to do? In the past, societies have tackled monopolies either by
breaking them up, as with Standard Oil in 1911, or by regulating them as
a public utility, as with AT&T in 1913. Today both those approaches have
big drawbacks. The traditional tools of utilities regulation, such
as price controls and profit caps, are hard to apply, since most
products are free and would come at a high price in forgone
and innovation. Likewise, a full-scale break-up would
cripple the platforms’ economies of scale, worsening the service
they offer consumers. And even then, in all likelihood one of the
Googlettes or Facebabies would eventually sweep all before it as
the inexorable logic of network effects reasserted itself.

unfettered = free access

  business model 商业情势

Nir Eyal is the author of Hooked: How to Build Habit-Forming Products
and blogs about the psychology of products at NirAndFar.com. For more
insights on using psychology to change behavior, join his newsletter and
receive a free workbook.

– Browse Moments again before going to sleep.

The platforms have become so dominant because they benefit from
network effects”. Size begets size: the more sellers Amazon,
say, can attract, the more buyers will shop there, which attracts more
sellers, and so on. By some estimates, Amazon captures over 40% of
online shopping in America. With more than 2bn monthly users, Facebook
holds sway over the media industry. Firms cannot do without Google,
which in some countries processes more than 90% of web searches.
Facebook and Google control two-thirds of America’s online ad revenues.

世家都在操心,那个寡头集团紧缺竞争,何况像google 和 facebook

  habit-forming (活动)易成瘾的

图片 1

None of this will be simple, but it would tame the titans without
wrecking the gains they have brought. Users would find it easier to
switch between services. Upstart competitors would have access to
some of the data that larger firms hold and thus be better equipped to
grow to maturity without being gobbled up. And shareholders could no
longer assume monopoly profits for decades to come.

Jan 18th 2018



– After lunch share the bill via WeChat Transfer;

Much of this techlash is misguided. The presumption that big
businesses must necessarily be wicked is plain wrong. Apple is
to be admired as the world’s most valuable listed company for the simple
reason that it makes things people want to buy, even while facing fierce
competition. Many online services would be worse if their providers were
smaller. Evidence for the link between smartphones and unhappiness is
weak. Fake news is not only an online phenomenon.

Mean Sentence Length: 15.98

  Sandy·帕拉吉Russ在 2012年和

Consumers must understand how habit-forming technology works to prevent
unwanted manipulation while still enjoying the benefits of these

Article by Run Zhang. For the use of the content, please contact the
author. Thank you!

But big tech platforms, particularly Facebook, Google and Amazon, do
indeed raise a worry about fair competition. That is partly because
they often benefit from legal exemptions
. Unlike publishers, Facebook
and Google are rarely held responsible for what users do on them; and
for years most American buyers on Amazon did not pay sales tax. Nor do
the titans simply compete in a market. Increasingly, they are the market
itself, providing the infrastructure (or “platforms”) for much of the
digital economy. Many of their services appear to be free, but users
“pay” for them by giving away their data. Powerful though they already
are, their huge stockmarket valuations suggest that investors are
counting on them to double or even triple in size in the next decade.