Next, Duhigg examines how people-and especially marketers-can use this three-part loop to create new habits. This three-part loop of cue, routine, and reward is the foundation for all habits. And after a routine is done, the brain finds a reward-which can be sensory, emotional, or just psychological. The brain then learns to start these routines after specific cues. In fact, neuroscientists know that structures deep inside the brain, like the basal ganglia, are designed to help save energy by turning frequently-repeated actions into routines. Pauly’s disorder shows that the part of the brain that regulates habits is totally different from the part that regulates memory. When Squire repeatedly gives Pauly the same game-he has to chose the “correct” one of a pair of objects-Pauly consistently gets better, but always thinks he’s playing it for the first time. Thus, Pauly can go to the bathroom even though he doesn’t know where it is. The neuroscientist Larry Squire discovered that, even though Pauly can’t remember anything, he still retains all his habits. He tells the story of Eugene Pauly, an elderly man who almost entirely loses his memory after getting a dangerous infection in his brain. In his first chapter, Duhigg explains how habits work in the brain. And he knows that readers can greatly simplify the process by following a few simple principles. While habit change isn’t always easy, Duhigg believes that it’s always possible. He argues that, whether they live ordinary lives or face critical, high-stress situations like the war in Iraq, people are only as effective as their habits. In other words, she actually reprogrammed her brain by changing her habits-and Duhigg wants to teach his readers to do the same. Scientists scanned her brain and discovered that she had built new neural pathways for her new, healthy, disciplined habits. But after a flash of inspiration, she changed all of these habits in just a few months, starting with the keystone habit of smoking. For twenty years, Allen smoked, drank, and ate too much she never exercised, was deep in debt, and kept losing jobs. In his prologue, Duhigg introduces this principle with the story of Lisa Allen, a woman who turned her entire life around after a divorce and a fateful trip to Egypt. By truly understanding these habits, Duhigg believes, people can learn to master them-which gives them the power to control their own lives and shape their own identities. In The Power of Habit, journalist Charles Duhigg argues that habits are the foundation of human behavior.
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