But countless studies have shown that a cue and a reward, on their own, aren't enough for a new habit to last. Only when your brain starts expecting the reward--craving the endorphins or sense of accomplishment--will it become automatic to lace up your jogging shoes each morning. The cue, in addition to triggering a routine, must also trigger a craving for the reward to come.

Since the 17th century, insurance agents have been the foremost experts on risk.

Rather, to change a habit, you must keep the old cue, and deliver the old reward, but insert a new routine.

The biggest moment of flexibility in our shopping habits is when we have a child, because when you think about it, all of your old routines sort of go out the window, and suddenly a marketer can come in and sell you new kinds of things.

The Golden Rule of Habit Change: You can't extinguish a bad habit, you can only change it.

The problem is that your brain can't tell the difference between bad and good habits, and so if you have a bad one, it's always lurking there, waiting for the right cues and rewards.

What studies say the number one best way to start an exercise habit is to give yourself a reward that you genuinely enjoy.