The power of Habit
The Habit Loop – How Habits Work
In this chapter , it tells about Cites various famous cases of patients with brain injuries, and experiments in
MIT with rats highlights the importance of specific regions of the brain for
habit formation. Possible to see brain activity change as habits are formed.
Habits are framed as an evolutionary way of saving effort. If something is a
habit, it saves brain power as don’t need to think about it. Sets out the habit
loop;
Proposes that habit forming always follows same pattern:
Proposes that habit forming always follows same pattern:
- Cue – a signal to trigger the habit
- Routine – a specific action or set of actions
- Reward – the desired outcome
By understanding habits in this way,
we can begin to understand the components of what needs to be in place for
habits to form. The absence of any one part of the loop will prevent the habit
from forming. Observes that although easy to describe, it can often be really
hard work to correctly identify each component.
Chapter 2: The Craving Brain – How to Create New Habits
Uses several examples from advertising and experiments to develop an argument that the habit loop above in itself is not enough for new habits to form. Cue, routine and reward are the components that need to be present. However, a new habit is only formed if there is fuel to power it; craving. Craving for the reward. Example is toothpaste (Pepsodent). A successful campaign used “film on teeth” as cue, routine of brushing teeth with product, and feeling beautiful as the reward. All other pastes at time used similar approaches. What set pepsodent apart was they added chemicals to create a tingly sensation in mouth after use which consumers craved. No other paste at time had done this. “I want to feel beautiful” was not enough to form the habit – it had to be accompanied by a physical sensation that the consumer craved. There is also a long case study about Febreze – no one would buy amazing product when its reward was positioned as “masks bad smells”. When rebranded as “freshens room/ clean air feeling” sales rocketed because, so the theory goes, they created craving for a feeling of fresh clean air that could be sensed.
Uses several examples from advertising and experiments to develop an argument that the habit loop above in itself is not enough for new habits to form. Cue, routine and reward are the components that need to be present. However, a new habit is only formed if there is fuel to power it; craving. Craving for the reward. Example is toothpaste (Pepsodent). A successful campaign used “film on teeth” as cue, routine of brushing teeth with product, and feeling beautiful as the reward. All other pastes at time used similar approaches. What set pepsodent apart was they added chemicals to create a tingly sensation in mouth after use which consumers craved. No other paste at time had done this. “I want to feel beautiful” was not enough to form the habit – it had to be accompanied by a physical sensation that the consumer craved. There is also a long case study about Febreze – no one would buy amazing product when its reward was positioned as “masks bad smells”. When rebranded as “freshens room/ clean air feeling” sales rocketed because, so the theory goes, they created craving for a feeling of fresh clean air that could be sensed.
AFRICAN TRADITIONAL METHODS OF CURING HERPES THAT IS GOING VIRAL!
ReplyDeleteMost traditional methods of roots and herbs today have been scientifically proven to cure almost all drugs resistant diseases without after effect.
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