Recently, I was trying to understand the 4 phases of the "Hook Model". Trigger, Action, Reward & Investment.

From the study, I found there is 2 main category of the trigger. Internal & External trigger. In most of the articles, I got some common examples that are "check" engine light, "play" button, "buy now" button act as a trigger. In other words, they are called CTA's(Call to Action). CTA's like "buy now" creates sudden impulse or urge to buy something. These types of purchases are known as impulse purchases.

Now, My question is How does a button act as a Trigger? I don't understand or feel any trigger while I stare at a button like "buy now". Or am I missing something here?

  • 1
    Not sure if I understand the question correctly but the trigger only works in the right context. Just looking at a button that says "buy now" doesn't do much. But when it allows you to buy the thing you are informed about in the surrounding context and that you really want, the button becomes the trigger that makes you actually buy it (the action).
    – jazZRo
    Aug 20, 2021 at 10:41
  • @jazZRo I didn't understand the last line you said. " the button becomes the trigger that makes you actually buy it (the action)." Are you trying to say in some context button act as a trigger? I found CTA's act as a trigger from some research papers. On page no. 120, point 2.1: researchgate.net/publication/…
    – F.C. Akhi
    Aug 26, 2021 at 4:21
  • Point 2.1 states exactly what I meant: "Trigger phase: an external and/or internal trigger informs the user what to do next and how to act accordingly." The word "next" gives away that there is already some context. A CTA can function as an external trigger (the reason to click it being the internal trigger).
    – jazZRo
    Aug 26, 2021 at 9:19


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