Haley Scholars Fall 2012 Reading Groups
By Cindy Lyles
Chapter Two, “The Craving Brain,” of The Power of Habit explores how to create new habits. Duhigg discusses Claude Hopkins, the first advertising guru. His prominence grew as a result of his learning how to introduce a new craving to consumers for whatever product he promoted. “Quaker Oats, Goodyear tires, the Bissell carpet sweeper,” Pepsodent toothpaste, and other products all became international household names as a result (32).
Clearly defining a cue (or trigger) and reward (or the payoff for the routine) for the audience fueled Hopkins’s advertising methods. Business schools and firms across the nation employed the technique, including Proctor & Gamble as they introduced Febreze. However, consumers failed to recognize smelly odors in their homes—a specific cue—if they had grown used to them.
How did the ideas about cues and triggers affect your views of habit formation?