Nir Eyal is an Israeli-born American author, lecturer, and investor known for his bestselling book, Hooked: How to Build Habit-Forming Products.

[8][9][10][11] In 2014 Eyal published his first book, Hooked: How to Build Habit-Forming Products, which became a Wall Street Journal best seller.

[12][13] The title reflects Eyal's idea of the "hooked model", which aims to "build products that create habit-forming behavior in users via a looping cycle that consists of a trigger, an action, a variable reward, and continued investment.

"[14] His second book, Indistractable: How to Control Your Attention and Choose Your Life, was written with Julie Li and published in September 2019.

[15][16] Eyal has spoken out against over-broad proposals to regulate habit-forming technologies, arguing that it is an individual user's responsibility to control their own use of such products, similar to the arguments used by tobacco and gambling company lobbyists.