Nir Eyal

Nir Eyal

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

Articles by Nir Eyal

The Whole Human

Fundamental attribution error: Why you make terrible life choices

Live a happier more empathetic life. The next time you are tempted to give someone the stink eye or judge them, remember they’re human, just like you.


Video game obsession isn’t really about the video games. It’s about unmet psychological needs

Are video games like Fortnite harmful to kids? Parents need to understand why kids play and when to worry and when to relax.


This weird research-backed, goals-setting hack actually works

Over the past four years, I’ve discovered many incredible ways to hack my habits, set better goals, and improve my life.


The real reason Apple and Google want you to use your phone less

If tech is “hijacking your brain” with their “irresistible” products, as some tech critics claim, why are these companies now acting against their own interests? Perhaps the tech giants have had a change of heart or have been persuaded by public pressure to change their ways? Hardly.


Research reveals how to take a better break during work

Research suggests there are good ways and not-so-good ways to spend our break time. While some breaks can leave us refreshed and reenergized, others tend to leave us depleted and drained.


Social media has the ‘exact same negative effect on depression’ as eating potatoes

It feels impossible to tell if the technology our kids use should be celebrated or feared. How alarmed should we be? Is this a crisis or a fear frenzy? I wanted to understand what the studies really tell us about the effect personal technology is having on our children.


People don’t want something truly new, they want the familiar done differently

The lesson of the California Roll is simple — people don’t want something truly new, they want the familiar done differently. Interestingly, this lesson applies just as much to the spread of innovation as it does to tastes in food.


How to manage distraction and become ‘indistractable’

In this talk, Nir Eyal describes a new model for managing distraction. Psychologists tell us that the number one determinant of whether someone changes their behavior is their belief in their own power to do so. We all have the power to manage distraction. We can all become "indistractable."


The peak-end rule: Why you make terrible life choices

The peak-end rule serves a key evolutionary purpose – it helps us avoid devoting more brain capacity to memories we don’t need. Knowing about this cognitive quirk helps us use it to our advantage.

mental health

The way you think about willpower is hurting you

Studies suggest that we’ve been thinking about willpower all wrong and that the theory of ego depletion isn’t true. Even worse, holding on to the idea that willpower is a limited resource can actually be bad for you, making you more likely to lose control and act against your better judgment.


What do you do when someone ‘steals’ your amazing idea?

In life, there are plenty of crayons to color with. The wise child happily finds new ways to create something original.

The Whole Human

How to achieve your goals by creating an enemy

If used correctly, scapegoating can be a powerful tool for resisting temptation and sticking to hard goals. It can also be dangerous and backfire if used incorrectly. Here's how creating an enemy can help.


Conquer distractions with this simple chart

In this Golden Age of distractions, what does it take to focus? Instead of blaming our puny attention spans, we should dig deeper to understand how certain products affect us.


Three steps to get up to speed on any subject quickly

You have just a few days to learn everything there is to know about a subject you know nothing about. Now what?


Distinction bias: Why you make terrible life choices

Research on brain function and the science behind distinction bias can help explain why we often make terrible life choices.


Your ability to focus has probably peaked: Here’s how to stay sharp

Removing distraction is important to maintain our focus, but we also need to boost our capability to concentrate on one task at a time.


When distraction is a good thing

Digital distractions — social media, video games, puzzles, television shows, podcasts, and sports — can build strength, skills, knowledge, and self-efficacy or serve as temporary escape from an uncomfortable reality. Figuring out which it is can help you be more productive.


Can’t kick a bad habit? You’re probably doing it wrong

By slowly ratcheting up what you don’t do, you invest in a new identity through your record of successfully dropping bad habits from your life. Over time, it adds up to a whole new you.


How to regain focus at work by slaying the messaging monster

Tips and tricks for increasing your productivity by decreasing your messaging obsession.


Confirmation bias: Why you make terrible life choices

'Learning and understanding how confirmation bias works gives you the opportunity to compensate for its downsides and make more rational decisions.'


Happiness hack: One ritual that made me much happier

For maximum happiness, friendships need to be maintained by actually physical proximity, not social media.


5 ways to take a work break — and none include your phone

The next time you need to take a break at work, choose an activity that is restorative so you feel refreshed and more prepared to tackle the rest of your day. Here are the top nine.