The Cardinal Rule of Behavior Change
6 concepts to master
Cardinal Rule of Behavior Change
ConceptBehaviors that are immediately rewarded are repeated, while behaviors that are immediately punished are avoided.
How It Works
The brain prioritizes immediate rewards and punishments, associating positive emotions with repeated actions and negative emotions with avoided actions, shaping future behavior.
Immediate-Return Environment
ConceptAn environment where actions produce clear and immediate outcomes.
How It Works
The brain evolved in an immediate-return environment where survival depended on responding to immediate threats and needs, leading to a preference for instant gratification.
Delayed-Return Environment
ConceptAn environment where actions do not produce immediate benefits, requiring delayed gratification.
How It Works
Modern society is largely a delayed-return environment, where many choices offer long-term benefits that are not immediately apparent or satisfying, leading to a conflict with the brain's preference for instant gratification.
Time Inconsistency
ConceptThe brain's tendency to value present rewards more than future rewards.
How It Works
The brain evaluates rewards inconsistently across time, prioritizing immediate gratification over delayed benefits, often leading to choices that undermine long-term goals.
Reinforcement
ConceptThe process of using an immediate reward to increase the rate of a behavior.
How It Works
Pairing a behavior with an immediate reward creates a positive association, making the behavior more likely to be repeated in the future.
Habits of Avoidance
ConceptBehaviors one wants to stop doing, which can be challenging due to the lack of immediate positive feedback.
How It Works
It is hard to feel satisfied when there is no action; the challenge comes in resisting temptation, and there isn't much satisfying about that.