The Power of Habit: Why We Do What We Do in Life and Business by Charles Duhigg is based on scientific studies and findings that clarify why habits exist and how they can be changed. The author mentions some rules/techniques about changing habits such as the three-step loop, which are cue, routine, and reward. The author elaborates more regarding those methods by performing some experiments and receiving exceedingly effective results. In this essay, based on chapters one and two, I will argue in favor of the author’s discussion on the rules/techniques and experiments, and I will support my argument with the true events that occurred in these two chapters
Eugene’s wife decided to ensure that the old man was participating in regular exercise where they could walk around the block on a daily basis. The wife was agitated at a time where her husband vanished, only to realize that he has reappeared minutes after going for the routine exercise on his own. Even though Eugene encountered difficulties in locating where any of his rooms, he mastered the route that they used when practicing on a daily basis. The old man verified claims of scientists that habits develop and function entirely separately from the brain’s part in control of human memory. Far along, lab tests and experiments established that human beings learn and participate in unconscious choices without necessarily having to recall anything regarding decision making.
After the development of the habit, the brain no longer participates in decision making. It therefore instead concentrates on shifting focus to other responsibilities. If a person does not intentionally oppose a certain habit by participating in new routines, the normal pattern will continue to occur routinely. Duhigg asserts that it is difficult to recall the experiences that lead to our habits but once they are registered without our brains, they will affect our actions without our comprehension.
For instance, let’s talk about McDonalds and Kids. When a parent is driving home with his/her kids, and they are hungry, it is not a bad idea to stop at a McDonald’s restaurant and have some snacks. Experiments have shown that family has no intention of consuming the fast foods on a normal routine. What takes place is the one in a month pattern develops into once in a week and even transpire into twice in a week.
In the second chapter, Duhigg discusses the craving brain when trying to figure out how to create new habits. Without craving, cues and rewards will never work because it powers the habit loop (Zsolt). Habits craft neurological cravings. The association between cues and rewards develops a subconscious craving in our brain that automatically results to a habit loop spinning. The author adds that cues and rewards cannot develop a lasting habit in the absence of a craving. For instance, it becomes easier to jog early in the morning when the cravings of a sense of accomplishment are developed into the brain. The rewards are realized after the cravings are developed.
The toothpaste example is useful in explaining the creating of habits. During the early 20th century, people had not discovered the art of brushing teeth. In fact, during the world war, most soldiers suffered from rotting teeth, and this prompted the government to announce it as a threat to national security. As a result, Claude Hopkins ventured into making toothpaste solve this nightmare. Claude Hopkins was selling a sensation rather than beautiful teeth. Human beings started craving for the excellent sensation and believed in it after which brushing developed into a human habit (Duhigg 20). A bigger population started using toothpaste because its accomplishment resulted in fresh breath and clean teeth. It has been found that less than 10% of United States citizens apply sunscreen on a daily basis. This is attributed to the fact that no firm has stepped up to develop it as a craving so that it can become a habit to the people. Therefore, it is sensible to conclude craving develops a habit. Nonetheless, pointing out how to trigger a craving makes the development of new habit much easier.
In the toothpaste example, Claude-Hopkins used the toothpaste as a cue and succeeded in developing it into a national habit. Claude created ads that played a critical role in marketing. The ads asserted that the film in our mouths is what creates an off color and develop tooth decay. After instilling such fear into the population, the ads went ahead to showcase pictures of lovely white smiles. The film also had messages that convinced people of the benefits of using the toothpaste. The ads were successful because it convinced more people to start brushing teeth. Statistics indicated that the use of the toothpaste had extended from 7% to 65% of the population.
Duhigg compares the success of Claude-Hopkins to the dreadful failures of P & G’s Febreze. The product had failed to succeed in the market because of its poor marketing strategies. P & G executives almost dismissed the product from the market before discovering what scientists knew about habits (Duhigg 23). As a result, they opted to create a cue that led to cravings in the human brain. The company decided to sell the product as an air freshener. They convinced people that the product could be applied to create an aromatic atmosphere after cleaning. People, therefore, started to crave for it this automatically boosted the sales. The author exposes the technical failures of the Pepsodent toothpaste but the habit of brushing teeth developed because a sensational feeling was generated by a cue.
Researchers also provided back up to the findings of the habits developed by the sick old man. They conducted a series of experiments that examined the brain activity of rats and discovered that their brain was not used after a habit was developed. It was concluded that the basal ganglia was responsible for storing habits even when the brain was not functioning. It is also important to note that despite habits becoming an automatic and unconscious sequence of events, it is possible to change them. The change of habit requires a new pattern after which they become automatic (Verhoeven 760). More studies indicated that habits are so dominant but delicate. They can arise out of our consciousness, or even be purposely designed. The problem with habits is that they develop progressively, over a certain period, without our knowledge. Because it is difficult to realize habit loops, controlling habits after they develop can prove to be a problem.
The elucidation above implies that the habit process is comprised of routine, cue, and reward steps. When one focuses on achieving a particular accomplishment or reward, the cue and routine lead to a habit. The Power of Habit comprises of numerous expedient experiments that demonstrate the function of habits in persons, organizations, or even within the society. The author has integrated practical techniques in his book, and this helps to identify events that create habit and behavior. The book is composed of a coherent language, and the flow of ideas is constant. The points are backed up by scientific evidence making it interesting to read. The masterpiece is excellent.
Works Cited
Clear, James. "The 3 R's of Habit Change: How To Start New Habits That Actually Stick." James Clear. N.p., 2016. Web. 7 Mar. 2016.
Duhigg, Charles. The power of habit: Why we do what we do in life and business. Vol. 34. No. 10. Random House, 2012.
Valentino, Nicholas A., Krysha Gregorowicz, and Eric W. Groenendyk. "Efficacy, emotions and the habit of participation." Political Behavior 31.3 (2009): 307-330.
Verhoeven, Aukje AC, et al. "The power of habits: Unhealthy snacking behaviour is primarily predicted by habit strength." British journal of health psychology 17.4 (2012): 758-770.
Zsolt. "The Power of Habit Summary + #14 Life Changing Lessons." Zsolt Babocsai. N.p., n.d. Web. 7 Mar. 2016.
