How to Make a Habit Irresistible
This chapter focuses on the second law of behavior change: Make it Attractive. It discusses how the anticipation of reward, driven by dopamine, is a key motivator for habit formation. Supernormal stimuli, like junk food and social media, exploit this by exaggerating naturally attractive features. The chapter then introduces temptation bundling, a strategy for linking desired activities with necessary ones to make habits more appealing and, ultimately, more likely to stick.
Key Stories & Examples
Niko Tinbergen's Herring Gulls
Tinbergen's experiments with herring gull chicks showed that they were instinctively drawn to peck at red dots on beaks. He found that chicks pecked more vigorously at fake beaks with larger or more red dots, demonstrating their preference for exaggerated stimuli.
Animals, including humans, are wired to respond strongly to supernormal stimuli – exaggerated versions of reality that trigger instinctive behaviors.
Greylag Goose and Round Objects
A greylag goose will instinctively roll any round object back into its nest, even if it's a billiard ball or volleyball. The larger the object, the stronger the goose's drive to retrieve it.
Like the gull chicks, this goose demonstrates an instinctive drive triggered by a supernormal stimulus: the large, round object resembling an egg.
Ronan Byrne's Netflix Bike
An engineering student linked his stationary bike to Netflix. Netflix would only play if he was cycling at a certain speed, effectively bundling exercise with entertainment.
Temptation bundling can make necessary habits more attractive by linking them to activities you enjoy.
ABC's TGIT (Thank God It's Thursday)
ABC promoted their Thursday night lineup of Shonda Rhimes shows by encouraging viewers to pair watching the shows with relaxing activities like drinking red wine and eating popcorn.
Businesses effectively use temptation bundling to associate their products with pleasurable experiences, making them more attractive.