Each year, in early December, social media comes alive with the annual flood of Spotify Wrapped. One of the more ingenious pieces of viral marketing, it requires no paid advertising on Spotify’s end. Instead, users organically share their listening habits, compiled by Spotify, out of amusement, pride, or other emotions.
Building Psychological Attachment — Not Just Ownership — Into Web3
User interest in crypto projects is often transactional, mercenary, and short-lived. Here’s how to change that.
April 04, 2023
Summary.
User interest in crypto projects is often transactional, mercenary, and short-lived. As the next era of the internet progresses with products that give users ownership through crypto tokens, people building in crypto and Web3 should consider the concept of psychological ownership. By applying this lens, crypto projects can foster a greater sense of attachment, leading to healthier user retention and sustainable ecosystems. Looking to other digital goods and applications, many have fostered psychological ownership and loyalty from users through personal investment, control, mastery, and alignment with how they see themselves.
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HBR Learning
HBR Learning
Strategy Planning and Execution Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Strategy Planning and Execution. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
How to develop a winning strategy—and put it to work.