Haley Scholars Spring 2013 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?