BOOK REVIEW1 -THE POWER OF HABIT!
It's the book which tells us how habit developed,what's the key habit and how the golden rule get function to change the habit.The three unit lists in THE HABITS OF INDIVIDUALS are the key to the whole books.The next two parts are THE HABITS OF SUCCESSFUL ORGANIZATIONS and THE HABITS OF SOCIETIES .They are advanced practical methods that are applied in organizations and societies.Each chapter revolves around a central arguments:Habits can be changed , if we understand how they work. The author Charles Duhigg is the New York Time reporter.It could explains that he has a keen eye of detail and is vivid in describing the different situation.Here is the example. "at 7:45 P.M.,an arriving train forced a large gust of air into the station .As the oxygen fed the fire ,the blaze in the Piccadilly escalator station roared. The superheated gases along the ceiling of the shaft ,fueled by fire below and sizzling paint above,reached a combusion temperature , known as a "flashover point."" What interested me most is that what the way he told the story.The story unfolds as the book goes on.The theory which hidden below the story showed when it's appropriate.And I will introduce the book in details. The whole books includes 5 unit,PROLOGUE, PART 1 ,PART 2 ,PART 3 ,AFTERWORD. The 2 stories are filled with PROLOGUE.Lisa,a long-term smoker and drinker, struggled with obesity for most of her life.But after ending the failure marriage and a trek in Egypt ,she turned to an different individual .She is the participant and also the person who help the habit scientific program to go on. The other one is the one of the biggest habit-formation experiments in history,in the situation that happened in early days of the war, when the insurgency was spreading and death tolls were mounting ,commanders were looking for habits they could instill among soldiers and Iraqis that might create a durable peace.And then ,they found a routine and changed an element of the routine ,the results changed . PART ONE THE HABIT LOOP Eugene, the old who lost his whole memory , is capable to find his way home if he get lost.It's a tough task for a lose-memory person to distinguish the similar homes.The interesting finding has intrigued the neurologists therefore they conducted several experiments to associate memory with habit and also to study whether the new habit could developed in the memory disorder brain.The result is that the area whose memory contained are different with habit developed.Thus, a new habit can developed in such a patient. And it's the special observation object for the subject.With time passed , the habit loop occurred ,as the following graphs showed
THE CARVING BRAIN This chapter is the most interesting section that intrigued me most.It told us how marketing tactics influenced the society.The shocking part is that what marketing could do is not only to adapt the consumer's habit , but also do the proper position to change everyone's habit .Taking the successful one -Hopkin for example, the signature tactics for him was to find SIMPLE TRIGGERS to convince consumers to use his products EVERY DAY.He made a tricky cue to encourage consumer to use "Pepsodent" brand toothpaste ,making the Americans who owning a tube of toothpaste in their medicine chests from 7% to 65%.WHAT DID THEY DO?The author just listed the cue -tooth film-reference to the mucin plaques on teeth ,when we read"Just run your tongue across your teeth .You will feel a film--That's what makes your teeth look"off color" and invites decay " I guess you-reading the sentences are doing the same thing .What's your decision?IT'S TIME TO CHANGE.WHY？Because the second rule for habit-building,don't u want a beautiful teeth?But all in all ,the previous two rule is not enough.When the author said this sentences, the plot changed to another story-It's about failure ,change , success. P&G found an invention that could get rid of bad smells-not mask them, but eradicate them altogether .P&G executives were ecstatic and then put the chemical into product and introduce the product-Febreze a few test markets.After that, they handed out samples and then asked people if they could come by their homes.After they visited in two months , they decided to position Febreze as something could that would allow people to rid themselves of embarrassing smells.Then designed television commercials. It failed.They started visiting housewives who had received free samples and found the reason why is a disaster because people couldn't detect most of the bad smells in their lives.Bad scents simply weren't noticed frequently enough to trigger a regular habit.The team lost in the disaster.
The third story,happened in laboratory.A scientist-Schultz,began a series of experiments to decipher how rewards work on a neurochemical level.The experiment indicated that after a series of cue-routine-reward,the monkwy started expecting his reward as soon as he saw the cue.When there is another temptation it also will be glued by cue and do the same routine again and again ,even the reward haven't happen.The result explains why habits are so powerful:They create neurological craving.Most of the time,these craving emerge so gradually,that we’re not really aware they exist,so we're often behind to their influence.
Then it turned to the solution to problem-Febreze.Aftet visiting the household willing to use it daily day,they found because that they use it as a final step for cleaning.So the team focused their tactics on make it smell as good as look.The idea became a hit.
And the third rule we mentioned in previous paragraph，it showed that the main reson to trigger the cue that the new recipe for the toothpaste-contained citric acid ,as well as doses of mint oil and other chemicals.These chemicals makes the tongue and teeth feel more fresh,contributing to the cue of the habit. THE GOLDEN RULE OF HABIT CHANGE CONTINUED
