If anticipation drives action, Clear hypothesizes, you should maximize the appeal of a desired behavior so that you anticipate it more. It’s wanting-not experiencing-the reward that drives the behavior.)
This is due to dopamine: Your brain expects chocolate to be delicious-so your dopamine transmitters try to convince you that the next bite will be more delicious. If you’re hooked on chocolate, you’ll continue to eat a chocolate bar even if it’s stale. (Shortform note: In The Willpower Instinct, health psychologist Kelly McGonigal demonstrates how much power anticipation can have by describing how desire and dopamine drive action even if you don’t enjoy the reward. It’s this anticipatory surge of dopamine that drives you to act- not the dopamine you feel after you feel pleasure. Now, whenever you see chocolate, your brain will release dopamine because you anticipate the pleasure of eating it. Your brain will release a neurotransmitter called dopamine after you experience the pleasure of eating chocolate. Say you eat chocolate for the first time.
You can also make creating habits easier with techniques that affect the second stage of habit formation-the craving.Ĭlear contends that cravings lead to action because you want a reward-not because you enjoy the reward itself. Key 2: Craving: Increase the Appeal of a New Habit
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