Shopping a battle in the brain

The battle is not just among the jostling crowds at the sale bins and cash registers in these pre-Christmas days; it is also between warring factions of our own brains, some economists and neuroscientists say.

Recent studies suggest that each buying decision plays out in the brain as a fight between a pleasure center seeking the bliss of acquisition and an aversion center seeking to avoid the pain of paying.

In the hot field of neuroeconomics, MRI scans have turned up heightened activity in deep, primitive areas of the brain as subjects shop. The nucleus accumbens, a seat of pleasure, lights up when they are contemplating a purchase, and the insula, a seat of disgust and pain, lights upwhen they are thinking about how much that purchase is going to cost.

As such findings accumulate, they suggest potential strategies for spending less – or at least, more wisely – at this difficult juncture of dark economy and season of light.

“Your purchasing decisions are largely emotional, driven by very inarticulate feelings you have, this pain-versus-pleasure tug of war,” said Jonah Lehrer, author of the forthcoming book, “How We Decide.”

“So it’s very important to impose a little bit of deliberation onto that emotional process, force yourself to think long-term, and rationally think through the consequences of what is ultimately a very emotional decision,” he added.

How might that be done?

Cash is best: First and foremost, researchers say, if you want to spend smarter, avoid using your credit card.

“One of the pernicious qualities of credit cards is that they anesthetize the pain of paying, which is ordinarily your first defense against overspending,” said George Loewenstein, professor of economics and psychology at Carnegie Mellon University.

Need convincing? In a 2001 study, two professors at MIT’s Sloan School of Management held an auction for tickets to a sold-out Celtics game, and divided subjects into those who must pay cash within 24 hours and those who must pay with credit cards. The credit-card buyers were willing to bid on average up to twice as much as the cash buyers, they found.

Know your feelings: Be aware that emotions that do not penetrate conscious awareness, and that have little to do with an actual buying decision, may still affect it. One study found that shoppers tended to spend much more when they were feeling down. Another found that men who had just been exposed to erotic pictures were more willing to take economic risks, and the trick seemed to be that the erotica set the nucleus accumbens, the pleasure center, on a roll.

“The idea is that if you can just change activation in these areas, no matter what the stimulus is, you might be able to push around financial decision-making,” said Brian Knutson, an associate professor of psychology and neuroscience at Stanford.

So how can you fight back against your unconscious emotions? Perhaps shop with a buddy who can supply reality checks, Knutson said. Others suggest shopping with a list and vowing not to deviate from it.

To avoid the stimulating atmosphere of stores, you might want to shop online. But that also has its dangers. “I would say one-click shopping on the Internet is a lot more dangerous than paying cash at the store,” Loewenstein said. “You can do a lot of damage in a short time.”

Lehrer also advises staying away from the free treats offered at Costco, Whole Foods, and elsewhere. As they activate the pleasure center, “they put you in the reward mood” for buying, said Lehrer.

Keep your distance: Avoid flirting with items you cannot afford, trying them on or carrying them around until they start to feel like yours, to avert what neuro-economists call “the endowment effect.”

Knutson explains it like this: In his classes, he’ll give a student a coffee mug, then ask how much he must pay to get the student to part with it. They usually reply that they’ll sell it for $4 to $6. But if he asks the other students how much they’d pay for such a mug, they usually price it at $2 or $3. Though it makes no economic sense, we tend to value things more highly simply because they’re ours. In a recent study, Knutson noted, brain scans bore out the phenomenon: the insula, the pain center, tended to kick in when subjects contemplated selling items they viewed as theirs.

Keep moving: Some researchers warn against buying too much in one store. “You may experience something called `decreasing sensitivity to losses,”‘ said Loewenstein. “Especially if you’ve spent a large amount, say $100, at a store, you don’t want to start buying a bunch of small stuff, because it will start feeling free. If you go to another store, it won’t feel free.”

Tightwads, in particular, need to watch out for this, he said, because they are prone to spending binges when they finally loosen their pursestrings.

Beware of bargains: As with credit cards, studies have found that the feeling of getting a bargain blunts the pain of payment. Call it the “You can’t go wrong at this price” effect. The insula lights up when people pay a price that seems high, and shuts down when they think they are getting a good deal, Loewenstein said: “That can interfere with rational decision-making just as much as the excitement about the good itself.”

Know why we buy: We give presents to foster social bonds, points out Dan Ariely, professor of behavioral economics at Duke and author of the recent book Predictably Irrational – and realizing that can help us refocus how we spend. Ariely says he tries to buy gifts that people wouldn’t have bought for themselves, either because they would feel too decadent or because they lacked knowledge about the item.

Get over the idea that it’s about money, Ariely said, and “You might be able to spend much less and get much more meaning out of it.”

30 One-Sentence Stories From People Who Have Built Better Habits

by James Clear | Habits

In this article, I’d like to share 30 “one-sentence stories” about building better habits. (They are not all exactly one sentence, but they are very short.)

None of these stories are mine. They were sent to me by readers of Atomic Habits. My hope is that these examples will illustrate how real people are putting the book into practice. They will show you what people are actually doing to build good habits and break bad ones. And hopefully, they will spark some ideas for how you can do the same.

I have divided the stories into categories that roughly correspond to different sections or ideas in the book.
Identity-based habits

One of the central ideas in the book is the concept of building “identity-based habits”, which essentially recommends focusing on the type of person you wish to become rather than the outcome you wish to achieve.

One reader named Roland used the idea to improve his eating habits.

“I stopped eating unhealthy food via identity change,” he wrote. “I tried many times in the past, but it became easy — natural — only after I had made the conscious decision that I want to be someone who eats healthy. Instead of aiming for I want to stop eating bad food, I tried changing the mindset to I am someone that eats healthy and lives a healthy life. It changes how you approach things.”

Another reader named Robert employed this idea to help him quit smoking. He wrote, “I recently stopped smoking and the difference between I don’t smoke and I can’t smoke is a powerful trainer of my brain. The positive message of I don’t smoke is that I have not “given up” anything. I am not sacrificing a pleasure. I am investing in my future happiness and wellbeing.”

Like most strategies in the book, the concept of identity-based habits can be combined with other habit building tactics. For instance, one reader used an external reward of $10 to reinforce the desired identity. “I told myself, I am no longer a drinker. Then, after each day of non-drinking, I gave myself $10 to buy something nice rather than poison (like clothes and household items). Today, I no longer need the allowance and I’m six years sober.”

Chapter 2 of Atomic Habits covers these strategies in much greater detail.
Changing the Cues

Another way you can change a habit is by identifying and altering the cues that prompt your behavior. This is precisely what many readers have done.

One woman named Lisa cultivated a reading habit by increasing her exposure to books. “I’ve read more books by continually having 20-30 books on hold at the library,” she said. “It saves time on browsing for books. I always have new things to read with a three-week deadline.”

Heather used a similar strategy to reinforce the simple habit of drinking more water. “I use color and placement for visual reminding and motivation. I poured water in a bright aqua water bottle – my favorite color – and placed it on my nightstand so I couldn’t miss it when I woke up.”

Other readers have done the opposite. They reduced exposure to negative cues. One man named Max managed to eliminate his e-cigarette habit. “I quit e-cigarettes with a combination of determination and also quitting coffee at the same time, which was a trigger for me as I’d smoke and drink coffee together in the morning.”
Habit Stacking

Another popular tactic in the book is something I call “habit stacking.” It’s strategy I first learned from Stanford professor B.J. Fogg. He refers to it as “anchoring” because you anchor—or stack—your new habit onto a current habit.

One reader used habit stacking to create a simple rule for learning a new language.

“When I first moved to China and started to learn Mandarin, I committed to strike up a conversation with the taxi driver whenever I went into a cab (I took a lot of cab rides, 5+ daily). I did it for 2 years no matter the time of day or how tired I was. I now speak fluent Chinese.”

Similarly, a reader named David told me, “I meditate for 20 minutes after brushing my teeth in the morning. Linking new habits onto a keystone one seems to work.”

You’ll find all sorts of habit stacking examples in Chapter 5 of Atomic Habits.
Environment Design, Part I

I have written about the power of the environment and the importance of choice architecture in the past. The simple truth is our environment often shapes our behavior. Many readers are using this fact to their benefit by installing some of the environment design strategies I share in the book.

For starters, you can break a bad habit by increasing the friction in your environment.

One woman named Cyd curtailed her snacking habit with the following strategy. “My husband still loves his Pringles, as do I, but they’re now kept in a locked car that’s parked in the cold. It works!”

Multiple readers are learning to wake up earlier.

One reader named Daniel told me, “I jump out of bed every morning without any hesitation. The reason? The only way to turn off my alarm is to scan a QR Code I keep in the bathroom. This worked wonders for me.”

Chris utilized both environment design and habit stacking to stop sleeping in. He wrote, “I have a bad habit: Hitting snooze. To eliminate it, I “made it hard” and put phone in the bathroom. The phone then became a habit stack. The first thing I do when I wake up: turn off alarm, go to bathroom, brush teeth, etc.”

One of my favorite examples was sent to me by J. Money, the personal finance blogger. He wrote, “I brush my teeth right after putting my kids to bed every night (8pm), which has prevented me from eating or drinking (alcohol) at night for years… ‘Cuz who wants to re-brush them again!”

It’s a great example of creating just enough friction to keep your bad habits at bay.
Environment Design, Part II

Typically, we think of designing physical spaces, but you can use the same principles to shape your digital environment as well. For instance, a reader named Matthew wrote to me and said, “I significantly cut down on mindless Instagram time. Simply logging out of the app makes a big difference.”

Another reader named Viet went even further. “I used my own laziness to my own advantage with my bad habit of browsing Facebook. Deleting Facebook and having to go through the one extra step of going to website and logging in manually was enough barrier for me to not get back on.”

And Rahul did something similar to kill his video game habit. “For gaming addiction, I removed my graphic card,” he wrote. “For excessive net surfing on mobile, I uninstalled apps and removed the Chrome browser.”
Environment Design, Part III

On the flip side, you can foster good habits by reducing the friction in your environment.

Natalie started picking up her cluttered clothes and building better cleaning habits simply by reducing the number of steps between her and the laundry basket. “I quit leaving my socks all over the floor by putting a little basket beside the door to collect them in.”

Similar strategies can be particularly useful for building new exercise habits.

One reader named Justin sent me the following message: “I started going to a gym that was less than a mile from my house. This took away the time and inconvenience excuses. I was never consistent at exercise, but now I work out 8-10x a week. Crossfit, running, and cycling. I’ve been going strong for 2.5 years.”

Another reader wrote, “I’ve been running at 6 A.M. for the past two years. I always put my running gear (Garmin, compression sleeves, shoes, etc.) into a neat pile the night before. When I get up, I just get dressed and go out the door.”

I’ve even heard from readers who go to sleep wearing their running clothes. All they have to do is stumble out the door in the morning.

For more on environment design, see Chapters 6 and 12 of Atomic Habits.
Habit Substitution

In many cases, it can be more effective to replace your bad habit than to merely try to eliminate it.

The beautiful thing about habit substitution is that you can build a good habit and break a bad one at the same time. One reader told me, “At home I would go out to my backyard to smoke, so I put a weight bench out there and every time I wanted to smoke I’d go out and do some reps instead. After that, my craving was reduced.”

I thought the following idea was interesting. One reader replaced biting their nails with cutting their nails. “I stopped biting my fingernails mostly by making sure clippers were always close at hand – especially at work.”

Many readers have substituted a new habit in a “stair step” fashion. They gradually shift from the old habit to something healthier.

Mark, for example, shared the following strategy. “I significantly cut back on beer consumption. I used flavored sparkling water to replace the beer and I asked my wife to stop having beer in the fridge for a while. Once I replaced the habit (it was mostly stress drinking after work), I was able to add beer back into my life.”

And another reader, also named Marc, curtailed his drinking in a similar way. “I replaced drinking beer every day in a succession of replacements, going through fruit juice, then iced tea, then seltzer water. I did it over about nine months by having one less drink a week. Once I finally quit, I got past the cravings in only two weeks. I haven’t had a drink in over a year now.”

Shawn used this approach to stop smoking. “I decided to quit smoking and used a fun-sized Snickers candy bar as a substitute until the major cravings went away. I’m still smoke-free years later.”

Substitution can even be useful in a broader sense. Suraj wrote, “I was addicted to drugs and alcohol. To beat my addiction, I started working out. Now I am planning to compete in powerlifting meets.”

To a certain degree, habit substitution allows you to look for a healthier obsession. Some people are hooked on alcohol. Others are hooked on exercise. Either one can be unhealthy if taken too far, but generally speaking it’s a lot better to spend a few hours exercising each day than to spend a few hours drinking each day.
Mindset Tricks

Sometimes I like to employ clever little mental tricks to stick with a good habit.

One reader named Caelan wrote, “I quit smoking by assigning my cheat days progressively farther in the future. I never quit “for good,” I only quit until my next cheat day. This helped with cravings, because the choice wasn’t between “right now” or “never,” it was “right now” or “later.”

Ken applied a similar strategy to his habit of eating fast food. “I started small when I quit bad habits like eating McDonalds all the time and drinking soda. I told myself I’d take a week off, then said two weeks. That continued. This month, I made it four years without McDonalds and 15 months without soda.”

Another person used the Pointing-and-Calling strategy I discussed in Chapter 4. They wrote, “I quit smoking by saying a mantra out loud every time I wanted a cigarette (“your brain tricks you”) which I think changed my thinking from the subconscious part of my brain to the logical part.”

Qiana used a little math and a clever visual trick. “I stopped drinking soda,” she wrote. “I added up all the sodas I drank for the week and counted how many tablespoons of sugar were in those soda cans and bottles. I began to scoop the amount of sugar into an enormous bowl The visual did it for me. I had to break that habit.”
Habit Tracking

Finally, I’d like to close with one of my favorite strategies: habit tracking.

Here’s how a few readers are using it…

Cindy sent me an email saying, “I purchased a large wall calendar and started building the chains. This really works for me. I like to build that chain. There are 6 months of red X’s on my calendar. I am healthier, have lost 30 pounds, feel stronger, exercise more, garden, read more, work on my small business, and practice my French.”

The easiest way to start tracking your habits is to use the templates provided in the Habit Journal. It will make the whole process a breeze.

My favorite approach is to pick a very tiny version of your habit and track that. For example, I have been tracking the habit of “reading 1 page” for the last month. One reader named Günter did something similar. “I’ve done a simple workout every day for over half a year now. I managed to stick to it by changing the scope: when I don’t have time for a full set or don’t feel like it, instead of skipping altogether, I do an abbreviated session. I also mark it in my calendar.”

Hopefully, these short stories give you some ideas on how to build better habits in your own life. If you’d like to learn more about the strategies discussed above, check out Atomic Habits. And if you’re interested in a notebook that makes it easier to build better habits, try the Habit Journal.

But no matter what, keep taking action in small ways each day. It is so gratifying for me to see people making real changes in their life because of these ideas. As always, thanks for reading.