The Power of Habit by Charles Duhigg PDF


The Power of Habit

By: Charles Duhigg
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The Habit loop: The Habit Loop is a neurological loop that governs any habit. The habit loop consists of three elements: a cue, a routine, and a reward. Understanding these elements can help in understanding how to change bad habits or form good ones. To begin, a habit loop is always started with a cue, or something that triggers an individual’s senses.

This process within our brains is a three-step loop. First there is a cue, a trigger that tells your brain to go into automatic mode which habit to use. Then there is the routine, which can be physical or mental or emotional. Finally there is a reward, which helps your brain figure out if this particular loop is worth remembering for the future. Although the habit loop is known to be accurate, it is missing one key ingredient: Craving. Craving drives all habits and is essential to starting a new habit, or destroying an old one. Charles Duhigg incorporates a prime example of how Procter and Gamble manipulated the market by using the concept of the habit loop and cravings in order to make a fortune.


“Entertaining . . . enjoyable . . . fascinating . . . a serious look at the science of habit formation and change.”—The New York Times Book Review

“Cue: see cover. Routine: read book. Reward: fully comprehend the art of manipulation.”—Bloomberg Businessweek

“Absolutely fascinating.”—Wired

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