The use of behavioral design on technological platforms and their regulatory initiatives: A study of the hook model

Abstract

Recently, behavioral sciences leveraged the development of strategies to intervene in human decision-making. In the context of technology platforms, combining behavioral techniques with algorithmic prediction has made it possible to capture attention and user engagement at unprecedented levels. Based on Eyal’s Hook Model, this article identifies behavioral design strategies used in the digital world, discussing how they contribute to creating and modulating individual habits. It is concluded that technology companies, especially the most well-known social networks, incorporate behavioral techniques in the design of products and services, with a view to keeping the user permanently connected. Such implications open up opportunities for regulatory reflections, notably in cases where the presence of dark patterns and behavioral manipulation of individuals is detected.