In trying to change a behavior, reason will take you only so far, incentives must be taken into account as well.
In psychology, operant conditioning is a type of learning in which the strength of a behavior is modified by its consequences, such as reward or punishment. This is the predominant theory on how humans behave.
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Studies on reinforcement revealed that the best way for us to learn complex behaviors is via continuous reinforcement, in which the desired behavior is rewarded every time it’s performed. Consistency and timing are the keys.
Nonetheless, some argue that intermittent reinforcement is the most efficient way to maintain an already learnt behavior. It consists of giving reinforcement only some of the times that the desired behavior occurs.
Scheduling the rewards on intermittent reinforcement can be used on various schedules, each with its own degree of effectiveness and situations to which it can be appropriately applied. Some of the schedules are:
Any trigger, be it a text message notification or an emotion, prompts a user to take some action, like opening the app or clicking a button.
This simple action can be internalized and make the users click on the app icon to open it even if there isn’t any new message.