The Power of Habit

by

Charles Duhigg

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Claude C. Hopkins Character Analysis

Claude C. Hopkins was an influential American advertiser who ran several massive, successful marketing campaigns in the late 19th and early 20th centuries. Most notably, he made tooth-brushing into a national habit by promising that the toothpaste Pepsodent would remove the film from people’s teeth. Hopkins also developed key rules for advertising—like finding clear cues and rewards to get consumers to use products. However, Duhigg argues that Hopkins overlooked the importance of cravings (which depend on connecting the cue to the reward, so that people actively seek out a new habit).

Claude C. Hopkins Quotes in The Power of Habit

The The Power of Habit quotes below are all either spoken by Claude C. Hopkins or refer to Claude C. Hopkins . For each quote, you can also see the other characters and themes related to it (each theme is indicated by its own dot and icon, like this one:
Habits, Human Behavior, and Success Theme Icon
). Note: all page numbers and citation info for the quotes below refer to the Random House edition of The Power of Habit published in 2014.
Chapter 2 Quotes

Dabbing a bit of sunscreen on your face each morning significantly lowers the odds of skin cancer. Yet, while everyone brushes their teeth, fewer than 10 percent of Americans apply sunscreen each day. Why?
Because there’s no craving that has made sunscreen into a daily habit. Some companies are trying to fix that by giving sunscreens a tingling sensation or something that lets people know they’ve applied it to their skin. They’re hoping it will cue an expectation the same way the craving for a tingling mouth reminds us to brush our teeth.

Related Characters: Charles Duhigg (speaker), Claude C. Hopkins
Page Number: 59
Explanation and Analysis:
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The Power of Habit PDF

Claude C. Hopkins Character Timeline in The Power of Habit

The timeline below shows where the character Claude C. Hopkins appears in The Power of Habit. The colored dots and icons indicate which themes are associated with that appearance.
Chapter 2: The Craving Brain: How to Create New Habits
Habit Change and Personal Growth  Theme Icon
Social Habits and Cultural Influence Theme Icon
...of a minty new toothpaste called “Pepsodent” called up the wealthy advertising executive Claude C. Hopkins to ask for help designing a marketing campaign. Hopkins was famous for his outlandish claims... (full context)
Habit Change and Personal Growth  Theme Icon
Social Habits and Cultural Influence Theme Icon
Hopkins’s secret to selling Pepsodent was creating a craving. He always looked for a “trigger” that... (full context)
Habits, Human Behavior, and Success Theme Icon
Habit Change and Personal Growth  Theme Icon
Social Habits and Cultural Influence Theme Icon
The Moral Consequences of Habits Theme Icon
...Pepsodent was selling all around the world, and most Americans were regularly brushing their teeth. Hopkins’s ad campaign succeeded because he followed two basic rules: he found a straightforward, basic cue... (full context)
Habits, Human Behavior, and Success Theme Icon
Habit Change and Personal Growth  Theme Icon
...wasn’t enough—ads also needed to create cravings. This is the third element that Claude C. Hopkins forgot about. (full context)
Habit Change and Personal Growth  Theme Icon
Despite his wild popularity, Claude C. Hopkins never identified the value of cravings. But this was the real reason he sold so... (full context)