Just the other day I started reading this book called "The Power of Habit" by Charles Duhigg.
Through the first 100 or so pages, I have found the takeaways to be very eye opening and also help to explain a lot of what goes on in the marketing strategies of consumer goods and services.
The first part of this book is talking about the scientific effect of the cue-action-reward loop that a lot of modern marketing is based off of. Marketers develop simple cues that can easily trigger a specific action in order for that person to obtain a reward. When this loop is ingrained in a consumer, the business has them in a habit loop that can be exploited for profit.
One example in the book was the concept of selling toothpaste. Before the 1930's (roughly) very few people in America were brushing their teeth on a regular basis. This all changed with the invention and marketing of pepsodent as a toothpaste.
Pepsodent was really not so useful, but the marketing team created a habit loop that would have most of America brushing their teeth on a daily basis. They knew that on a daily basis a film would be found over the top of your teeth denoting plaque and dirt. They marketed pepsodent as a daily remedy for this issue and soon used the reward of a clean smile and a fresh tingling sensation on the tongue to get people to regularly use their product.
Reading this book thus far has made me aware of just how simple our thought processes are and how we are just as easily manipulated as an ape in a science lab into buying products, developing certain beliefs and developing certain likes and dislikes.
So far, I am left wondering how many of the decisions and habits I exhibit are actually ones that I have chosen according to my own free will. Living in a highly consumerized society, I am not sure what beliefs I have that I truly believe in at their core level.
Psychology, society and habits are incredibly strange things.
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