Motivation and habit
Self-determination theory
Also called Autonomy, Autonomy, competence and relatedness
People are most motivated when they feel in control, capable and connected to others, more than by rewards or pressure.
The theory names three basic needs: autonomy (choosing for yourself), competence (feeling able and getting better) and relatedness (feeling connected to others). Activities that meet them are done willingly; ones that don't need constant pushing.
For products, it means giving people real choices, helping them feel skilled quickly, and connecting them with others where that fits. Messages about being in control ('do it yourself in two minutes') suit people who value autonomy.
In practice
A budgeting app that lets people set their own categories and rules tends to keep them longer than one that forces a fixed method on everyone.
Common mistake
Offering choices that don't matter while removing ones that do. Autonomy is about meaningful control, not more settings.
Where it comes from
Developed by psychologists Edward Deci and Richard Ryan, and set out in Intrinsic Motivation and Self-Determination in Human Behavior (1985).