The Power of Habit by Charles Duhigg5/18/2023 As Julio came to understand that the shapes on the screen were a cue for a routine (touch the lever) that resulted in a reward (blackberry juice), he started staring at the screen with a laserlike intensity. But once the first dose of juice arrived, the monkey became very focused. If Julio touched the lever, a drop of blackberry juice would run down a tube hanging from the ceiling and onto Julio’s lips.Īt first, Julio was only mildly interested in what was happening on the screen. Julio’s job was to touch a lever whenever colored shapes appeared on the screen. One day, Schultz positioned Julio in a dimly lit room and turned on a computer monitor. Schultz’s assistants had inserted a very thin electrode into Julio’s brain that allowed them to observe the monkey’s neuronal activity as it occurred. In particular, a few years ago Schultz became interested in an eight-pound macaque monkey with hazel eyes named Julio. New York Times Book Review 'Duhigg brings a heaping, much-needed dose of social science and psychology to the subject, explaining the promise and perils of habits via an entertaining ride that touches on everything from marketing to management studies to the. Charles Duhigg not only explains how habits are formed but how to kick bad ones and hang on to the good. Schultz’s specialty is exploring how we learn. Praise for The Power of Habit Entertaining, an enjoyable book a serious look at the science of habit formation and change.
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