The Power of Habit


Charles Duhigg

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Julio was a monkey who participated in Wolfram Schultz’s experiments on cravings and habit formation. In these experiments, a shape on a computer screen cued him to press a lever, and he was intermittently rewarded with blackberry juice. He quickly became addicted to the game and stopped doing anything else. His addiction shows how craving makes habits stick.

Julio Quotes in The Power of Habit

The The Power of Habit quotes below are all either spoken by Julio or refer to Julio . 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

This explains why habits are so powerful: They create neurological cravings. Most of the time, these cravings emerge so gradually that we’re not really aware they exist, so we’re often blind to their influence. But as we associate cues with certain rewards, a subconscious craving emerges in our brains that starts the habit loop spinning.

Related Characters: Charles Duhigg (speaker), Wolfram Schultz , Julio
Page Number: 47-48
Explanation and Analysis:
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Julio Character Timeline in The Power of Habit

The timeline below shows where the character Julio 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
...some monkeys liked apple juice, while others liked grape juice. He made a monkey named Julio play a game: he had to press a lever whenever a shape appeared on a... (full context)
Habit Change and Personal Growth  Theme Icon
Then, Wolfram Schultz changed the experiment so that Julio only sometimes got juice. Whenever he pushed the lever but didn’t get his juice, Julio... (full context)
Habit Change and Personal Growth  Theme Icon they cause individuals to associate specific cues with specific rewards. For instance, over time, Julio started to immediately crave the juice as soon as he saw the cue (the shapes... (full context)