Both companies understood that manipulating consumers’ cravings would help to sell their products.Ĭhapter 3 explores the “golden rule” of habit change, which contends that we can never fully eliminate our habits, we can only change them. Decades later, Proctor and Gamble adopted a similar strategy for selling their Febreze freshening spray. The first is the story of Pepsodent toothpaste, which marketing expert Harry Hopkins sold to an American public who had rarely brushed their teeth. In Chapter 2, Duhigg examines two corporate case studies. Here Duhigg explains the habit loop, which includes a cue, a routine, and a reward, and which he references throughout the rest of the book. Researchers discovered that despite Eugene’s memory loss, he was still able to form new habits. Despite their power, our habits are not set in stone.Ĭhapter 1 tells the story of Eugene Pauly, who lost his memory due to an illness. Scientists have shown that the human brain cannot discern between good or bad habits, allowing both types to replay in a loop. The Prologue explains that habits are unconscious behaviors that can rule our daily routines.
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