The Cardinal Rule of Behavior Change
Chapter 15, "The Cardinal Rule of Behavior Change," explains the fourth law of behavior change: make it satisfying. It highlights the importance of immediate rewards in reinforcing habits, contrasting the immediate-return environment of our ancestors with the delayed-return environment of modern society. The chapter provides strategies for adding immediate pleasure to good habits and immediate pain to bad ones, emphasizing the role of feeling successful to make habits stick.
Key Stories & Examples
Karachi Handwashing Study
Stephen Luby's study in Karachi, Pakistan, where providing residents with Safeguard soap, which had a pleasant smell and foamed well, significantly improved handwashing habits and reduced disease.
Making a behavior satisfying, even in a small way, increases the likelihood of it becoming a habit.
Wrigley's Chewing Gum
Wrigley revolutionized the chewing gum industry by adding flavors like Spearmint and Juicy Fruit, making the product more enjoyable and leading to widespread habit formation.
Adding flavors to chewing gum made it more satisfying to use. Small bits of immediate reinforcement made it a satisfying habit.
Toothpaste Flavors
Toothpaste manufacturers saw increased success by adding flavors like spearmint and peppermint, even though these flavors did not improve the toothpaste's effectiveness.
A pleasurable experience, like the 'clean mouth' feel, can make a routine more appealing, even if it doesn't improve its effectiveness.
Narcissistic Relative
A woman acted dull and boring around her narcissistic relative to discourage him from spending time with her. It worked, because he was no longer rewarded by the interaction.
Punishing behaviors (in this case, by making the interaction unrewarding) can discourage their repetition.
Savings Account for Avoiding Purchases
People created a savings account and named it after a desired item. Whenever they avoided a purchase, they would transfer the amount saved into the account, providing immediate gratification.
Making avoidance visible and rewarding turns resisting temptation into a satisfying experience.