Relational Models Theory: An S-Tier Behavioral Designer’s Guide
Watch a friend pull out a calculator at the end of a dinner to split the bill down…
Work with Yu-kai
The Blog
Ideas on motivation, behavior & design.
Deep dives on the psychology behind why people do what they do — from Yu-kai Chou, creator of the Octalysis Framework. Pick the topic that matters to you.
The Investment Model of Commitment: An S-Tier Behavioral Designer’s Guide
Short answer: The Investment Model of Commitment is Caryl Rusbult’s 1980 extension of Interdependence Theory. It models commitment…
Interdependence Theory: An S-Tier Behavioral Designer’s Guide
Two players sit down at a table, each with two buttons. The buttons don’t cost anything to press.…
Intergroup Contact Theory: An S-Tier Behavioral Designer’s Guide
Short answer: Intergroup Contact Theory, advanced by Gordon Allport in his 1954 book The Nature of Prejudice, holds…
Sociometer Theory: An S-Tier Behavioral Designer’s Guide
Mark Leary's Sociometer Theory in plain English: self-esteem as a gauge of perceived relational value, the cracks in…
Narrative Identity: An S-Tier Behavioral Designer’s Guide
Dan McAdams' Narrative Identity Theory in plain English: agency and communion, redemption sequences, the generativity script, the cultural-bias…
System Justification Theory: An S-Tier Behavioral Designer’s Guide
Jost and Banaji's System Justification Theory explained: the three-motive structure, the status-legitimacy debate, and how Octalysis turns it…
Why Do Stories Make Dry Content Unforgettable?
Stories activate three Core Drives at once where dry content activates zero. Here's the 3-drive storytelling method Yu-kai…
Why Do Smart People Buy High and Sell Low?
Everyone knows the rule. Buy low, sell high. Almost nobody does it. The behavior gap shows up in…