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.
Charles DuhiggResearch suggests that investment bankers are more prone to commit fraud when they feel the competitor at their heels.
Charles DuhiggThe same process that makes AA so effectiveโthe power of a group to teach individuals how to believeโhappens whenever people come together to help one another change. Belief is easier when it occurs within a community.
Charles DuhiggOnce people learned how to believe in something, that skill started spilling over to other parts of their lives, until they started believing they could change. Belief was the ingredient that made a reworked habit loop into a permanent behavior.
Charles DuhiggThen one day, weโll put the reward in the old place, and put in the rat, and, by golloy, the old habit will rememerge right away. habits never really disappear. Theyโre encoded into the sturctures of our brain, and thatโs a huge advantage for us, because it would be awful if we had to relearn how to drive after every vacation. The problem is that your brain canโt tell the difference between bad and good habits, and so if you have a bad one, itโs always lurking there, waiting for the right cues and rewards.
Charles Duhigg