Glossary term Retention
Craving
The anticipation of a reward, triggered by the cue, that actually powers a habit. Once the brain learns to expect the reward on seeing the cue, the behavior pulls itself forward. Pepsodent toothpaste succeeded partly because users came to crave the minty tingle that signaled clean.
Where you see this in practice
The mechanics that lean on it
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Variable Reward Schedule
A reward system where the outcome of an action is uncertain, the user knows they will receive something, but not exactly what.
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Streak / Streak Bonus
A counter that increments each time a user completes a defined action within a set time window, typically once per day.